0:01 LinkedIn is one of the most
0:03 underestimated platforms there are out
0:06 there. In the last 3 years, I've grown
0:09 my presence to over 846,000
0:12 followers in just 36 months. All without
0:14 spending a scent on ads. [music] I was
0:16 going collaborating with my team and we
0:17 thought that we should go and put
0:19 together a deck of 80 slides that go and
0:21 detail out that entire strategy, the
0:24 playbook, all the different tactics and
0:26 systems we use so you could go and hand
0:28 this off to your team to grow [music]
0:31 your presence. Let's get into it. So, my
0:33 LinkedIn drives over 59 million organic
0:35 views every single month without
0:38 spending a dime on ads. Here you can
0:40 see, [music] you know, I was ranked by
0:43 Taplio, a third party platform, as the
0:46 fastest growing creator on LinkedIn just
0:48 last year. And so, what I want to show
0:50 you here is the process behind those
0:53 846,000 followers. because there is an
0:56 intricate and detailed process for
0:59 scaling this big this fast. And so some
1:02 quick stats for you here. I've grown at
1:05 upwards of 102,000 followers per month.
1:08 Now have over 846,000 followers, but it
1:10 did take me 36 months to get to this
1:11 point. So [music]
1:13 this didn't happen overnight. In
1:15 addition to that, it drives over 59
1:17 million organic views every month.
1:20 Again, without spending a dime on ads.
1:22 And so what I want to share with you
1:24 here in this video is how I've gone and
1:26 created viral content that [music]
1:28 actually converts to my portfolio of
1:30 online businesses because we're not just
1:32 looking to grow a bunch of followers
1:34 here. We want to actually make dollars.
1:36 Now, I'm also going to show you how to
1:39 build a profitable personal brand using
1:41 some core strategies that I see most
1:42 people miss on LinkedIn. In [music]
1:44 addition to that, I'm going to show you
1:47 how to go and get high quality leads
1:49 from creating the right kind of content
1:51 and setting up your profile the right
1:52 way. And then lastly, [music]
1:55 how to go and scale your business using
1:57 LinkedIn. I've gone and created a deck
1:58 with all the core aspects I'm showing
2:00 you right now. So, you can go and fill
2:02 this out and indicate all the core
2:04 aspects you need to get in place to
2:06 scale your LinkedIn presence. You can go
2:08 and get that deck and all the templates
2:10 via the link in the description. This is
2:12 what I see most people getting wrong
2:14 when they look to scale on LinkedIn.
2:17 They just start posting random content
2:19 all the time without any [music]
2:21 core system behind what they're doing.
2:23 They're using it almost like a resume
2:25 instead of really approaching LinkedIn
2:27 as if it's a really powerful sales
2:30 engine. They don't actually get any
2:32 engagement on their content, which
2:34 doesn't allow them to hijack the
2:36 LinkedIn algorithm the way that you can
2:38 and should if you're looking to really
2:40 scale on the platform. And they have no
2:42 clear conversion strategy because
2:45 they're just focusing all day, every day
2:48 on just a bunch of vanity metrics and
2:50 not what actually matters. What you want
2:53 to be doing instead are really three
2:55 things. And these are the three parts to
2:58 your LinkedIn domination. Number one, a
3:00 profitable profile. Making sure you're
3:01 setting it up right so you're converting
3:04 all of that attention you get to your
3:06 product or your service. The next piece
3:09 is then having an engagement machine.
3:10 Your content on LinkedIn won't go
3:13 anywhere if it's not driving real
3:15 engagement. Things like [music] reposts,
3:17 which are the ultimate metric that trick
3:20 the LinkedIn algorithm into pushing your
3:22 content to more and more people's news
3:24 feeds. In addition to that, you need to
3:25 have the right content system in place
3:27 because the last thing that you want is
3:30 to just be spinning your tires day after
3:33 day and end up on some content treadmill
3:35 where you know, fast forward a year,
3:37 you're just bound to give up because
3:39 you're just putting a lot of effort in
3:41 and seeing very little results. Step one
3:44 here, your profitable profile. Here you
3:45 can see my profile and we're going to
3:47 break down some [music] of the key
3:49 aspects here that allow me to go and
3:52 convert so many visitors of my profile
3:54 to followers. The key thing there is as
3:55 you convert them to followers, you have
3:57 people following you now for the next 2
3:59 3 years [music] and it's only inevitable
4:02 at some point there are going to convert
4:04 and so first things first you need
4:06 things looking clean, right? So a nice
4:09 clean [music] cover photo that instantly
4:11 captures someone's attention. From
4:13 there, I have a oneliner. In my case,
4:16 systems I use to grow faster. Now,
4:18 [music] it's memorable, number one, and
4:20 number two, it's embedding the word
4:22 systems into the visitor's mind. So,
4:24 when [music] they think systems, they
4:26 think of me. You see this very much
4:28 popularized across the internet, whether
4:30 it's stoicism and Ryan Holiday,
4:33 productivity and Ali Abdal, habits and
4:36 James Clear, right? What word do you
4:38 want to own in the mind of your end
4:39 customer? [music]
4:42 that should likely be in your oneliner.
4:44 Now, from there, also having a clear
4:46 value prop. In my case, proven systems
4:48 to grow a profitable audience with
4:50 organic content. So, your LinkedIn
4:52 profile, right, it's very much your
4:54 storefront these days. [music] You know,
4:56 it's packed with people that are doing
4:58 real things, you know, people looking to
5:00 do business and looking to connect with
5:02 others. And the truth is that storefront
5:05 never [music] closes. And so, here's how
5:07 I updated my profile. First off,
5:09 compelling banner. You got a clear call
5:11 to action, right? I actually have
5:14 multiple on my profile. If you see
5:16 things like my featured section, you see
5:18 the cover photo. You even see the links
5:20 that I put inside of the posts and the
5:23 CTAs in each post I put out. I have the
5:25 valuedriven headline. So, within seconds
5:27 of hitting my profile, people know
5:30 exactly what I do and why they should
5:31 follow me. In addition to that, we have
5:33 a strategic featured [music] section
5:34 that goes and drives people to my
5:37 newsletter as well as to Founder OS. So
5:39 [music] they can either join the only
5:41 newsletter that's built for helping
5:43 people with their personal brands or
5:45 they can go and join Founder OS where I
5:47 help founders with proven systems build
5:49 their founder brand and remove
5:51 themselves from operations. So LinkedIn
5:54 really rewards posts with valued dense
5:55 images. [music]
5:58 The image essentially is the algorithm
5:59 juice that's going to go and push it to
6:01 more and more people. It essentially
6:04 acts almost like a YouTube thumbnail for
6:06 your given post. And so here you can see
6:08 this image caused this particular post
6:11 on LinkedIn to get over 24 million
6:13 organic views without spending a dime on
6:16 ads. I went and simply visualized and
6:19 handwrote all of the pieces from the
6:21 main post into this image so that it was
6:23 highly sharable. Man, [music] I even had
6:24 folks going and telling me that they
6:26 went and printed this off afterwards.
6:28 That's how valuable they found it. And
6:30 so there are four [music] types of posts
6:32 that I've primarily used to go and grow
6:35 my following on LinkedIn. Number one is
6:37 behindthe-scenes content, [music] right?
6:40 Using words like I, I've, when, or if,
6:42 and describing [music] some real stories
6:43 from my background of building
6:46 businesses for the last 15 years, the
6:48 trials, tribulations, peaks, values,
6:50 obstacles, challenges, wins, and
6:52 everything in between. When you actually
6:54 share your own story, right, you get
6:56 past all the pathy, cringe on
6:58 LinkedIn and just share the stuff that's
7:00 actually true to you. And it also helps
7:01 people know that there's not just some
7:03 AI behind what you're writing. The
7:05 second aspect again is valuep packed
7:07 images which we just spoke about. The
7:09 third is deep work systems. So I like to
7:12 go deep into the what [music] and the
7:15 how I do things. So I'm not just simply
7:17 putting out highle stuff. I know that
7:18 people are going and following me
7:20 because they want to see the details.
7:22 They want to know exactly how I do what
7:24 I do. And so it's exactly what I give
7:26 them. Fourth is personal stories.
7:28 [music] Right? We all have a unique
7:31 background. You have a unique story. in
7:33 your story is your competitive
7:35 advantage. And so opening up around the
7:37 kind of things you've been through, you
7:39 know, what you learned last year, um
7:41 your challenges, the different
7:42 approaches you take to things like
7:45 hiring and firing and selling and
7:47 marketing, right? It's those personal
7:49 stories that give it that personal touch
7:52 and again get you out of the cringe area
7:55 of LinkedIn. So the next aspect here,
7:57 right, is your call to actions or your
8:00 CTAs. What's the science behind what's
8:02 going on in this CTA? Well, first off,
8:04 we're prompting people to go and repost
8:06 it to their network. A repost on
8:08 LinkedIn is one of the leading
8:10 indicators of LinkedIn that they should
8:12 push your post to more people. So, [music]
8:13 [music]
8:16 reposts lead to way more views. So, the
8:17 next aspect here is I'm getting people
8:19 to go and follow [music] me. So, they go
8:21 and click my name, follow me, and good
8:23 to go. But you got to actually prompt
8:24 people to do that if you want to
8:27 generate a lot of followers. And then
8:29 the next aspect is something that most
8:30 people miss. [music] So the question
8:33 that I use there will go and relate to
8:35 whatever the post is that I'm sharing.
8:37 So as an example, if it's a post around
8:40 deep work, I may go and have a CTA that
8:42 says, "Want my deepwork checklist?" [music]
8:43 [music]
8:46 Or, you know, if it's on my top 10 tools
8:49 to capitalize [music] on the AI wave, I
8:51 may say, you know, want my complete 56
8:53 tool [music] list, you know, join my
8:56 newsletter, get it. So, the lead magnet
8:57 or the thing that I'm offering to give
8:59 away is tightly [music] coupled with the
9:01 subject matter of the post it appears
9:03 in. This is super critical if you want
9:05 to increase [music] your click-through
9:08 rate and the amount of leads you acquire
9:09 from the platform. [music] Here's how I
9:11 drive my newsletter signups. Here you
9:13 can see, you know, my newsletter landing
9:16 page. There is no place for people to
9:18 navigate, right? We have no header. It's
9:20 just [music] simply build trust, share
9:22 your expertise, and stay visible. People
9:24 can then go and get this framework. And
9:26 when they enter in their name, their
9:28 email, and their phone number, they go
9:30 and they get [music] this lead magnet
9:33 for free. And so when I'm going and
9:34 creating any given [music] post on
9:36 LinkedIn, it really comes down to your
9:39 first three lines. Okay? If you can't
9:41 stop the scroll in those three lines,
9:43 you've lost them. And so, what do you
9:45 got to do to keep [music] people's
9:46 attention? Well, number one, you have to
9:49 create curiosity. And so, here you can
9:51 see I just read about a study I can't
9:53 stop thinking about, right? It instantly
9:55 hooks me and gets me insanely curious.
9:57 [music] What's the study? The next line
10:00 then drives action. Right? Introverts
10:02 are more effective leaders according to
10:04 Harvard. [music] So I'm using data. I'm
10:07 also using identity to go and call out a
10:08 specific subset of people instantly
10:11 getting a reaction. The next aspect then
10:14 is I promise immediate value. So
10:16 conventional wisdom says extroverts make
10:17 the best leaders. They are [music]
10:21 decisive, outgoing and dominant. And so
10:22 instantly people are probably going to
10:24 agree or disagree with this statement.
10:25 [music] And the other thing that's going
10:28 on is that we all either are introverts
10:29 or extroverts and we have other
10:30 introverted or extroverted friends.
10:34 [music] So this topic is highly sharable
10:36 and contagious. Now there are nine other
10:38 elements, okay, of viral content that
10:40 I've noticed that I want to share with
10:42 you so you can also go and blow up your
10:44 LinkedIn. [music] So number one,
10:46 personal stories, right? Open up. Get
10:48 real with the sort of advice that you'd
10:50 love to have given yourself. 5 years
10:52 ago. What have you learned? What have
10:53 you been through? What are the crucibles
10:55 of leadership that you've learned that
10:57 you want to share now? Open up. Right?
10:59 Your vulnerability is your superpower.
11:01 The next is your proven systems. Right?
11:02 When you look at your company or when
11:04 you look at your life, what are the
11:06 principles, the habits, the [music]
11:08 systems, blueprints, you know,
11:09 everything that you've learned that you
11:11 think would be valuable to a large group
11:15 of people on LinkedIn. The third is
11:16 valuebombing people, which I think of it
11:19 as like your value per second. You know,
11:21 if someone's spending 2 minutes on one
11:23 of your LinkedIn posts, how much value
11:25 are you giving them? And are those
11:27 people [snorts] so enthralled, so
11:29 inspired that they can't help but go and
11:31 share it with their colleagues or go and
11:33 share it with their team in Slack? That
11:35 should be your goal. [music] Fourth is
11:37 you want to keep it tasteful. We both
11:39 know LinkedIn is probably one of the
11:40 cringiest platforms there are out there.
11:43 And so when you have taste, it really
11:44 can be your competitive advantage, your
11:46 way to stand out. That's why I'm
11:48 constantly going and putting a lot of
11:50 effort into things like my cover photo,
11:52 the images I'm sharing. I'll even have
11:53 designers on my team put really
11:55 beautiful graphics together. [music] So,
11:57 we're inspiring people with our elevated
12:00 design and our obsession around quality.
12:02 Then, like I'd mentioned, there are four
12:04 powerful words you can use, which are
12:07 when, what, I, [music] I, and how. Well,
12:09 those are five, but you get it. The
12:12 point just being going deep in the value
12:13 you're trying to give away, right? when
12:15 you use words like you know [music] when
12:18 I was 15 something something happened
12:21 you know what I've learned or I or I've
12:22 or how I accomplished something
12:25 something right these words when used in
12:27 your hooks are [music] great ways to go
12:29 and formulate content that's going to be
12:31 uniquely valuable on the platform and
12:33 [music] helps you stand out versus 99%
12:36 of other accounts every 30 days I review
12:39 my content and all other high performing
12:40 content on the platform and then really
12:42 formulate my own strategy for LinkedIn
12:45 Okay, my goal is to be the strongest and
12:46 [music] best creator on the platform.
12:48 So, it takes studying the patterns of my
12:51 top 10% of content and doubling down on
12:54 it as well as looking across all other
12:55 players on the platform, looking at
12:57 [music] what formats, what copywriting
12:59 is working best, and being a student of
13:01 the game. you know, it's really about
13:03 learning from the best of the best, even
13:05 being mentored by them, having them in
13:08 WhatsApp groups and ask them questions,
13:10 formulating kind of this mastermind
13:11 around other LinkedIn creators that are
13:13 also growing fast so that I could do the
13:17 same. And so from there, a big thing as
13:19 well that I've talked about [music] is
13:20 making sure you have your engagement
13:22 machine set up. You need to make sure
13:25 that within 45 minutes of a post going
13:27 live, you have [music] 30 plus people
13:29 that are engaging with that post, right?
13:31 So, I have about 25 folks that are
13:34 engaging with my content within just
13:36 about 30 minutes of it going out, which
13:38 helps it then get pushed to more and
13:39 more people in the algorithm. [music]
13:41 Now, one way to do this, right, is to
13:43 make sure that you keep creating content
13:45 for a certain subset of people. For my
13:47 page, as an example, it's founders
13:50 looking to scale with peaceful, calm
13:52 systems and that have aspirations to
13:54 eventually remove themselves from the
13:56 operations of their business. And so I
13:58 just keep on hitting the drum beat of
14:00 what matters to these people. They want
14:02 organic content systems, you know, they
14:04 want revenue [music] systems. They want
14:06 to be able to remove themselves from
14:07 their companies. And I just keep talking
14:11 about this sort of cloud of concepts. So
14:12 you want to think about not just the
14:13 word that you're engrading in someone's
14:16 mind, but who are you looking to target
14:17 [music] and what are the content
14:18 categories you're going to go and focus
14:20 on most. So, when it comes to my
14:22 LinkedIn growth checklist, okay,
14:24 updating your banner with a clear CTA,
14:27 no-brainer, crafting a valuedriven
14:29 headline, adding [music] two featured
14:30 pieces of content to your featured
14:33 section, having followed 20 relevant
14:35 creators, and setting up off-platform
14:36 relationships where they're supporting
14:38 your content in the background. While
14:40 many think LinkedIn is just a single
14:41 player game, I can tell you from
14:44 experience having grown to 846,000
14:45 followers, that it's very much a
14:47 multiplayer game and it's useful to have
14:49 a community around you. From there, you
14:51 want to make sure you have many people,
14:53 ideally 30 plus, engaging with your
14:56 content in the first 45 minutes. Track
14:58 your top post, the subject matter, the
15:00 words, the hooks, and double down on
15:03 what works. In addition to that, you
15:05 want to make sure that you're reviewing
15:07 your analytics every single month,
15:09 right? And looking at the patterns,
15:10 what's [music] going well, what's not
15:13 going well, so you can keep on learning,
15:15 right? If you put 100 posts out there,
15:18 [music] and with each post you get 10%
15:21 better each time, that's over 18,000
15:24 times better by the 100th post you put
15:27 out. So, it's really that dedication to
15:28 constant [music] improvement. Even if
15:30 you get started on LinkedIn and you're
15:31 not doing that well or you're not
15:34 getting that much traction, focus on the
15:35 velocity at which you're learning and
15:37 improving because that is the leading
15:40 indicator to you growing on the
15:42 platform. Post your first piece. If
15:43 you're watching this and you're not, you
15:45 know, following [music] the guidelines
15:47 of valued post with an amazing image,
15:51 awesome CTA with engagement on it, well,
15:53 it's time to get [music] implementing
15:55 your first post with those criteria. You
15:57 want to then go and share your profile
15:58 below. I'd love to go and check it out
16:00 via the comments. So, if you want to go
16:01 check that out, I'll be doing some
16:02 different audits of people's posts,
16:04 [music] posting some Loom video
16:06 breakdowns as well. And then if you want
16:09 my help and my team's help going and
16:11 helping you with your LinkedIn, you can
16:13 go and apply to Founder OS via the link
16:15 in the description. In addition to that,
16:16 you know, if you're looking for more
16:18 systems to scale across all the
16:20 different platforms, well, you should
16:22 also go and subscribe to this channel.
16:24 So, are you ready to go and see my
16:25 complete system so you can take
16:27 advantage of LinkedIn and all the
16:29 platform has to offer? Well, you should
16:31 go and check out Founder S where I share
16:33 my complete playbook for going and
16:36 tapping into the fullest potential that
16:37 LinkedIn has to offer. It [music] has
16:40 templates, SOPs, communities, support,
16:42 mentorship for me and my team. So, go
16:44 and check that out via the link in the
