How to use LinkedIn to drive revenue in 2024 (with Chris Walker)
Sep 3, 2024
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Chris Walker, CEO at Passetto, and Erik Jacobson, CEO at Hatch.fm, share invaluable insights on mastering LinkedIn for driving B2B revenue in 2024. They discuss Chris's impressive LinkedIn journey, the enormous potential of the platform, and practical goal-setting for success. The duo emphasizes the power of repetitive engagement and the impact of video content. They also provide strategies for personal versus company profiles and effective content structuring to optimize audience targeting and sales coaching.
Building a strong personal brand on LinkedIn can significantly enhance professional reputation and influence business outcomes over time.
Setting clear, measurable goals is essential for a successful LinkedIn strategy, focusing on value-driven content rather than superficial metrics.
Adapting to LinkedIn's evolving algorithm, particularly with the rise of video content, is crucial for maximizing engagement and visibility.
Deep dives
The Importance of a Personal Brand on LinkedIn
Building a personal brand on LinkedIn presents significant opportunities for B2B professionals. Individuals can establish themselves as experts in their fields by consistently sharing valuable insights and engaging content. The example discussed highlights the journey of a consultant who transitioned from in-house employment to leveraging LinkedIn for personal branding, emphasizing the successful strategies deployed over five years. This journey illustrates how a strong personal brand can enhance professional reputation and influence business outcomes.
Understanding LinkedIn's Unique Opportunities
LinkedIn offers unparalleled opportunities for professionals and companies looking to grow their presence and revenue. The platform boasts around a billion users, yet there is a significant mismatch between user engagement and content creation, with only 1% of users actively posting. This gap indicates a prime opportunity for businesses to produce content that addresses the needs and interests of a large, engaged audience. Companies can gain substantial visibility and customer engagement on LinkedIn without incurring the high costs associated with traditional advertising methods.
Goals and Metrics for a LinkedIn Strategy
Setting clear, measurable goals is critical for executing a successful LinkedIn strategy. Professionals should aim to become the go-to consultant for their target audience, focusing on providing value through content rather than merely tracking likes or follows. There are various metrics to consider, such as inbound messages, engagement levels, and overall impressions, which can indicate the effectiveness of the LinkedIn approach. Identifying the right goals not only helps in assessing performance but also prevents premature discontinuation of effective strategies.
Creating Compelling and Relevant Content
Generating content that resonates with the target audience is essential for building trust and engagement on LinkedIn. Individuals should focus on creating content based on real-world interactions and experiences, rather than assumptions about what the audience might want. Engaging a few clients or prospects in discussions about their challenges can yield valuable insights that inform more tailored and effective content. This approach ensures that the shared material directly addresses the needs of the audience and enhances the credibility of the content creator.
Adapting to LinkedIn's Changing Algorithm
The evolving nature of LinkedIn’s algorithm presents both challenges and opportunities for content creators. Recent shifts, including the introduction of a dedicated video feed, indicate a growing emphasis on video content over traditional posts. By leveraging video, users can achieve significantly higher engagement rates compared to other formats. Staying informed about these changes and adapting content strategies accordingly is crucial for maximizing visibility and connection with the target audience on LinkedIn.
Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company in 2024 using LinkedIn.
Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time.
The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue.
If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint.
Here's what we covered:
0:00 - Intro
1:54 - Chris’s evolution on LinkedIn
3:44 - The LinkedIn Opportunity
6:46 - Designing your goals on LinkedIn
12:08 - Competing on LinkedIn
14:30 - The power of repetition
20:21 - How to measure success on LinkedIn
25:25 - The new LinkedIn video feed
31:02 - Chris’s daily posting process
34:09 - Personal profiles vs. Company profiles
37:35 - How to know what audience to target
42:23 - Content team structure
46:06 - LinkedIn for services companies
50:39 - Final thoughts
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Hatch is a video-first content agency that creates video podcasts, video series, and short-form video content for B2B companies who want to run an efficient content engine, and be seen as the #1 choice to future buyers.
