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

From Now On