February 1, 2023 - Shift Work Podcast
Episode 56
How to use LinkedIn to Increase Sales
There are 194 million LinkedIn users in the US and 30% of them are active on a daily basis. If you’re not already tapping into this pool of customers, then it’s time to get started!
Join me as I give you inside information on the exact sales system I use in LinkedIn. Learn about how I approach lead generation and how I’ve automated and delegated the whole process. This is the secret that’s going to turn you into the best lead generator in your company and increase your revenue like crazy! And the good news is that you don’t even have to lift a finger to do it.
In this episode, I talk about…..
- What to expect from other lead-generating agencies.
- 3 types of people on LinkedIn.
- The benefits of borrowing audiences.
- 3 pieces of LinkedIn content that creators should be using.
- My sales system that will get you dozens of leads in your inbox.
- How to automate and delegate it all!
This episode is full of tools and strategies to maximize your profit, grow your business, and reclaim your freedom! Take a listen!
Mentioned Resources
Download my FREE LINKEDIN GUIDE: Generate High Quality and Consistent Leads on LinkedIn
Join the LinkedIn Master Class now!
Use the promo code: PODCAST to get $100 off today!
Check out Episode 38 of the Podcast! How to use the RAS to Shortcut Success
Join the Shift Work Community on Facebook
FULL EPISODE TRANSCRIPT
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You're listening to the Shift Work Podcast, episode 56. This is as much insider baseball as I can pack into a 50 minute episode to show you the exact sales system that I use how I put it on automation and how I delegated. This is the secret sauce. This is going to turn you into the best lead generator inside your company. And the good news is, you really don't have to lift a finger to do it. So stay tuned. Hi, I'm Luke layman. And you're listening to the only podcast for high growth entrepreneurs rooted in business strategy and tactics as we discover the habits of high performance leaders and dive deep into brain science. With over two decades leading high performance teams, from fighter pilot to CEO, I'm excited to join you in your entrepreneurial journey. shift the mindset needed to build your empire, keep more money in your pocket and enjoy every day of the journey. Welcome to shiftwork. Hey, my friends, welcome back.
1:08 Today we continue the discussion about lead generation and generating more revenue in your business. And I am going to pull the curtain all the way back on what I consider to be my secret weapon as a lead generator. I don't believe that you ever outgrow your necessity to be the chief revenue producer either in your own life in your business. And I guess there's an argument to be made that the CEO of giant corporations don't have revenue generating responsibility, but I would argue that they have the most, they're the ones that are able to swing away on the biggest fish, they have the biggest opportunity and the biggest deals available to them. But for what we're talking about, and for what position you are in your company, you should always be leading the initiatives on lead generation. And the good news for today is I'm going to tell you the entire system, I do have resources that I'll share with you at the end of the episode. But today, I'm gonna lay it out for you of exactly how you can be doing lead generation, how you can delegate it, how you can automate it, and how you can get dozens if not hundreds of leads into your inbox every day using LinkedIn, it is the greatest secret that I have. It all started with a foundational component of a lead generation agency approaching me and I'll tell you how they approached me and what they offered me and what caused me to explore it myself. And I'll share it all with you today. So it is one of my most exciting lead generation sources, and especially on social media, if you are on Instagram, or Facebook, which a lot of you are connected with me on those channels, a lot of that social engagement, but LinkedIn is specifically there for the business world. And unfortunately, you are one of three categories of LinkedIn people. And I'll explain that to you here in just a moment. So this episode today is for CEOs, entrepreneurs, solopreneurs, lead generators, BD specialists, I don't care if you are in business, and you believe that your customer can be found on LinkedIn, you're sleeping on it. And I'm going to tell you exactly what to do today to be able to figure out how to do this. And to make it easy. There are 900 million users on LinkedIn. And compare that to Instagram of 2.5 billion users. So a much smaller sample size, but much more laser focused. We're taking off all the people who aren't interested in business, and we're getting a focused audience. Of those 900,000,190 4 million are in the US. And 39% of those are active on a daily basis. So you can do the math of the number of people that are active on a daily basis. And if you think that there's a potential that your target audience exist inside that basis, this episodes for you. Now, a lot of people that I talked to say I don't have the time, I don't have the desire, I don't have the interest to get on social media or I gave up social media long ago Good Good for you. As a consumer, you should have given it up. When you disrupt what comes in your mind with garbage or you allow other people to market to you, it causes you to get off track. So the very first advocation that I'm going to make to you is to change the way that you use social media. It should be a social selling system. And the amount of time that you spend online should be curated. It should be for you to consume the level of information that you desire and to use it to grow yourself to make yourself a better business person, a better person person. So if you think that you can find one and 75 million active users, I'm gonna show you How to do it. So the entry point for this was a discussion that I had about eight years or so ago where someone said, if you can tell me a description of the person that you would like to engage with, I can deliver them to you on LinkedIn. So that certainly piqued my curiosity about the method and the mechanisms, they were going to go do so. And I thought, What they meant was, they would just go find the people do the searches and deliver those things back to me. And I opened my mind to what could be possible. Now, if you haven't heard Episode 38, I believe it was on the reticular activating system, you should go back and listen to episode 38. When we talk about the reticular activating system, we talk about it as a filter that filters the information back into your mind into your conscious brain so that you can do something with it. Now, that episode is interesting in its own right, but today, what you need to understand is that by opening my mind, to the fact that there was actually a system or a methodology to approach LinkedIn, things began to filter, lead agencies began to come to me and they said, Hey, I'm going to be able to do this. And that would lead LinkedIn. And I bid. And I said, Well, let's take a look at this. And here's the offer for $1,500 a month, they would manage my LinkedIn, and they had to login using my credentials, and they would manage the outreach. And I began to figure it out. And the short story is they were using automation. And the beauty of LinkedIn right now is that you can use automation to a degree that you cannot use it on Facebook, or Instagram. So now we've got a to win scenario. Not only is your ideal client who is focused on business, already on LinkedIn, but there are tools, which I will share with you today that you can go get in front of them using automation. And I'll also share with you how we can delegate that appropriate as well. Lots of things are changing inside the eco system in the way that we engage our customers. But what isn't necessarily changing is the LinkedIn algorithm, you're just sleeping on it. I keep seeing ads now. And again, it's because I have some knowledge of LinkedIn. And because I share that with others, but people say the algorithm is changing. No, it's not, they've changed a couple of things. One of those was, you can only reach out to 100 connection requests per week. So at the very best, if you sent 100, every single week, you could only get 5200 new connections each week. And that's assuming that every single one of those people actually decided to connect with you. So I'll share with you today about how we optimize that. It's a very simple system, you're just sleeping on it. So let's get rid of all of the garbage that says LinkedIn is not for me, my customers aren't there, it's going to take too much time. Now that's all noise. And I will show you exactly how to do that today. And how you can use it to create a selling system. It is absolutely a sell or be sold mentality. So let's take a look at the three types of people that are on LinkedIn. Number one, the consumer, they are the be sold mentality. And the problem with the consumer is that they use social media a little bit, and they get on and they consume whatever is cultivated inside their experience. So whoever wants to market to them is what they see. And they scroll through their feed just a moment. They get in the inbox and they scroll through and they see if there's anything interesting I tire of the number of people that send me I see that we have mutual connections, or you are doing very neat things at your company. Yeah, I got it. But if you actually go back, you'll see that I spent a dozen years flying jet. So if you want to just talk about cool things, let's talk about jets. There's a lot of ways that we can engage. But the garbage that comes into my inbox, I don't sell to them, I guess I should just start responding here. You should just buy my program on this because you'll do a lot better. But I don't do that I generally just ignore them. So the consumer is the first person that consumer is the be sold mentality, and they are subject to time thieves. Every single time you log on to LinkedIn, to Facebook to Instagram without an intention to learn or to grow or to sell or to even decompress. You are the recipient of the time thief. And those people are controlling your time and energy. So absolutely. If you are a consumer and all you ever want to do is consume what's available to you stop listening, push pause and go to the next episode or go back and listen to the reticular activating system episode. The second category is the curator and the curator is a little bit better and if this is you, we can do something with that. But the cure Rader controls the flow of information. They take what's available, and they begin to use it to get what they need. Here's a very simple hack when I want to learn something new, I go into Google and I google keywords, because I know what's going to happen is that Google is going to deliver ads back to me, based on my cookies, about what I searched for. So if I want to learn woodwork, or a specific skill about fishing, I would go and search the keywords around that, and I'm going to begin to get advertised to. So I actually become a curator of the information that flows back to me. As a curator of information, there's only three real things that I look at, does it inspire me? Does it help me make more money? Or does it save me time? And if it doesn't do any of those things that I shouldn't be consuming that information? does it inspire me? Does it energize me?
10:56 Does it help me be a better person, and I'm an advocate for that, I look at a lot of social media, short form content that makes me a better person. That helps me to become more empathetic, that helps me to open my mind to new ways of thinking about being a parent, a business owner, tax savings, investment strategies. There's lots of things that I can spend my time and energy on. But does it inspire me? Does it make me more money? And does it save me time? Now the very first tactical hack that you should do is you can use a tool inside LinkedIn to mass unfollow people. If you can imagine that experience that you have on LinkedIn right now is decades in the making. If you're anything like me, you have been a consumer of information for quite some time you've cultivated your following and whether or not it's 100, or 1000, or 2000 people based on your level of interests at the time. If you go back and see foundationally, for me, many of the people that I'm connected with on LinkedIn are fighter pilots, because it's over a decade in the past. And that was what was important to me, or people who thought that they wanted to recruit fighter pilots into the government sector, or whatever it is. So this mass unfollow, I'll link it up in the show notes gives you the opportunity to completely get rid of everybody you follow on LinkedIn. And what this is going to do is it's going to create a curated news feed for you, before you run the script, now, it'll give you instructions on how to do it, take some time for it to run the script on your computer. But before you do that, you need to take note of who you do want to follow. Who is it that you want to receive information from it could be a business associate could be your employees, it could be a competitor, it may be that you want to follow what they're doing. It could be somebody that's just talking about information that you believe to be valuable. So once you unfollow it's like an unsubscribe button, you're going to have to now go back and re follow all of the people that you want to follow. A good way to do that is to go click the Follow button. And then what you likely don't know about LinkedIn is there's actually a little bell if you go to someone's profile, you can click on the notification bell and it will put it to the top of your newsfeed. And you can get that information from your feed. So now it's curated. I've gotten information that inspires me, helps me make more money or saves me time. And it's curated. So now when I hop on LinkedIn, I'm doing something specific with my time and energy. We'll talk about building your tribe and how we engage borrow audiences in just a moment. But I have a curated newsfeed, I also completely unsubscribe to all groups groups are garbage on LinkedIn, you can just get rid of all those, those are pretty easy. So whoever you've got there, just go ahead and go manually unsubscribe to those. So two steps, make sure first you stay connected with the people that you want to write it down, just take notes of who that needs to be, and then run that script that's linked up in the show notes. And it's from a linkedin.com site. I didn't make the script, but you can go, you can go see that. First is consumer, second is curator. The third category is creator. Now, some of you won't enter into this environment, it doesn't particularly matter. But I'm going to I'm going to share it with you today. Before we get into the actual operating system Sale system. The way that I do LinkedIn, I'll give you all the secrets on the backside. But I will tell you that I am a LinkedIn creator. Now what's interesting about being a LinkedIn creator is LinkedIn differs from Instagram and Facebook based on the number of impressions. There's a couple of things that you can do as a creator. Number one, there is content type that is engaging and one of the highest content types is simply connection pieces, people who want to do business with you, either as vendors, customers, employees, or potentially you're looking for a new job, they want to know what you stand for. They want to see who you are. And I'm not saying that you have to expose every family vacation or the goods and the bads, the uglies. I'm just saying that you need to create an environment someone can understand what you're about. So creating a cultivated news feed of what people can see for you, by creating a post, you can put one post up there that says, here's my core values, here's how I embody them. Or here's my origin story. Here's how I got to where I am today, and a picture of my family. That's good enough. One of the next hacks for you is to use the featured section on LinkedIn. So the idea here is that someone comes in find something about you, they schedule a call with you, they run into somewhere and they want to know more about you, they go to your LinkedIn, figure it out, profile, down in the feature section right after the top of your profile is the story that you want to share. It could be a press article about your company, it could be a open source article about how you volunteered for the neighborhood football team, I don't know, the easiest thing to do is to create an origin story or some type of connection piece, and then mark it as featured it can stay there. Now the second hack for this is using something called the whip effect. You don't have to do much on LinkedIn to get that to continue to show to your ideal audience, the way the whip effect works is that you engage people in the comments of that post. So anytime someone makes a comment on your post, you go and you respond to what they said, that's easy. The second way that you can do that is when you have a new connection, you can tag them in the comment section. And say, This made me think about you, or something specifically about our connection resonated with me. So you guys can try that out right now the whip effect, there's two things that you can do in borrowed audiences, you can go back to your post, and make a comment, you can tag me and I respond to about 90% of the posts that I'm tagged on LinkedIn. If you want to tag me in it, just go to something that you've posted and put Luke layman, what do you think about this or Luke layman,
17:16 I was listening to your podcast episode about LinkedIn. And this made me think about you. And I'll come back, and I'll reply to it. So this whip effect, what it enables you to do is it enables you to recover old data and put that back up in the newsfeed. So if there's a couple of likes and comments on the bottom of that post, you can get your post reengaged. With, you can go look at mine. Now that brings me to the second component of this creator, which is really easy to do borrowed audiences. Okay, borrowing audiences exists on some social media platforms. But it's much more active on LinkedIn. And I would say Twitter too. But Twitter is a disaster. It's a total dumpster fire over there. And I know a lot of people use it for certain things. But man, it has become too political. And it's not worth any amount of my time and energy. So when we look at LinkedIn, it's really the best place to do this. And the easiest way to do it, and I'll tell you right now how to do it, and then you can go tee it up and give it a practice. My profile is optimized for this. I'll explain it here in just a second. When you go make a comment on someone else's post, it exposes your comment to their audience. So what often happens is that you can make a either quippy comments something funny, or you can engage in a thoughtful manner and borrow their audience. And there's a couple of different hacks on the way to do this. The first is find someone in your segment that has a large shared audience with you. So this is kind of where that influencer marketing comes in. And again, you can use mine to think about this. And I'll tell you the way that mine is teed up, you'll see it, you can go to it, I generally keep as top of the featured section, a story about what I stand for. And I update it every now and again. But it generally has a origin story, it talks about my core values, what I stand for, and that has a picture my family, what I enable people to do is to come borrow my audience. So at the time of recording, I have a pretty significant audience on LinkedIn. And I enable you to come and borrow my audience, I want you to do this, we both win. If you go to that featured post, and you make a comment that says, here's what I stand for, or here's how I help people every single time that you do that. I win, because it whips my post, but you win because you're going to expose your message to my audience and the majority of my audience is about 90% CEOs or founders. And that's who resonates with my message. So everything that I post As a content creator, is cultivated around that. So now if it's a sell or be sold world, I'm always selling. And here's the kicker about content creation, if you're if you're into it, you can go into the course I have a full course about that. And you can see what I do 10 to one ratio, I only sell on one post. And I'm not saying that I'm always actively taking a position that I want you to exchange dollars, but I'm actively asking for someone to take an action. And that's what I'm selling, it could be asking for a comment, it could be asking for feedback, it could be asking for recommendations for employees or a connection with a business that I want to be connected to. And on occasion, it is actively selling something, but it's a 10 to one rule, if you are always selling people will just disengage with your content. And that's the number one mistake that people make is they go right in for the French kiss without trying to do any of the foreplay there. So when I look at it, I look at it as a 10 to one ratio. And here's a couple of different content posts that you can do as well. If you want to get into the Creator game. Remember that I want this to be as thorough and standalone of an episode for you to be able to go slay today on LinkedIn. So you can enter as a consumer, which I don't recommend, you can enter as a curator, or you can be a creator, here's the three post types that I would recommend, connection piece, storyteller, and reporter and the connection piece. I really just want to know what you stand for health, wealth and relationships, whatever the foundation of why you exist, what your bigger purpose is. The second is to be a reporter, a reporter simply goes out there and observes things that you see that may be of interest to your audience. Now, the first common mistake is when people enter LinkedIn as they go and they see someone else's post that they want to report in and they click Share. algorithmically, the share gets very little engagement, it's good for the Creator. But it doesn't get you much engagement. The better way to do that is to summarize like a reporter, I went and I gathered information. So you would say Hey, I saw Luke talking about brain science. And I thought it was interesting. And here's my take on it. So you're gonna give a shout out back to the original creator, because borrowed audiences, right? When you tag me in your post, you're going to borrow my entire audience. And not to mention, I respond to 90% of my comments. So if you tagged me in there, now, I'm gonna go make a comment on your post. And it will likely be a thoughtful, deeper comment about why what you said resonates with me, and you've now borrowed my audience again. And that's how you get into that rapid growth trajectory. So you'll see that, again, I'm telling you the full secrets, when you go take a look at my content, some of the people that I'm looking at right now, Justin Welsh, Sahil bloom, all are doing very neat things. But you'll see me go look at what they say. I'll act as a reporter. And I'll report back to you as my audience what I thought was interesting about that, so you can use that tactic. So again, now you've got a second piece of homework. The first is to go to my profile, borrow my audience, look for that featured post that says, What do you stand for, and then you can connect with me on that post. And truly tell me what you stand for. I am interested in that. I am genuinely interested in who you are. As a person, I really, I don't give two shits, if you come on to my profile. And you say, That's cool, great post, I agree. I want to know what you stand for. I want to know what matters to you in your life. I want to know what drives you. I want to know what aspirations you have. Those are the things that I want to share on my page. So the first thing is go to that featured post. The second thing that you do is you go borrow my audience again, by finding something so go over to my posts page, sort by only the things that I've posted, and find something that resonates with you. Now create a post on your page that says I recently saw this post by Luke layman that talked about brain science, sales and marketing, business strategy, high performance, leadership, all the things that I talk about on a daily basis. And the reason that you listen to this podcast, and give the shout out and I will give that back to you and you'll be able to borrow my audience. So really, those are the three foundations of the archetypes for the types of people that are on Instagram, the consumer, the curator and the creator. To continue with this episode. You really need to have committed that you are going to be either the curator or the creator. If you're a consumer, this really isn't going to work for you. So once you can at least say that I'm going to be a curator of information I'm going to be in control I am going to be in a sell mode, then we can continue. Alright, here's the components. So the sales system is designed for you to use this social media channel only for lead prospecting generation, and wealth creation, the first phase magnetic profile funnel, that advanced prospecting, high conversion connections, message mastery. And finally, I'll talk about how to use automation and delegation to be able to accomplish these tasks. Magnetic profile funnel, now you can Google it, or you can go to Luke layman.com/linkedin, download a free guide. And I'll show you how to do all of those things. And I keep that guide pretty current, based on the updates the way that they flow the sections around, but you can google it as well, you don't need to go to my guide, you can go look and see anyone elses. And it shows you what you need to do. The very first thing that you need to do with your magnetic profile funnel is you need to change your tagline, that line that shows up right below your name. And here's why this is important. I'll tell you what to change it to in a moment. But it's important because LinkedIn usually populates is the second or third, if not the first search engine when someone Google's your name. So you're gonna see immediately Luke layman, it'll tag LinkedIn. And that our show right below that, that tagline. So it helps on the search engine optimization, and it shows someone what you stand for. So there's some examples on the free guide that you can download. But one of those is just saying outright what you do. If you are a bookkeeper or a service business owner, you don't want to put on there I own XYZ, bookkeeping, Owner, XYZ, bookkeeping, entrepreneur, XYZ, bookkeeping, that doesn't tell me what you do, I help small businesses, less than $1 million of revenue, to optimize your accounting system, I help small businesses five to $15 million, save money in taxes, whatever it is that you do, I help so and so to do something without something else, that's really the formula for that. So when you change it that calls out your specific audience, your specific customer and tell them what you do for them specifically,
27:12 now you're optimized for that, if you'll notice, mine is not set out like that. I don't say I'm here to help entrepreneurs live a life of purpose, partly because that's probably not what you would say when you're searching for it. And when you say I'm here to make more money, I'm here to generate more wealth, I'm here to be a better human. The reason I have a more advanced strategy for that, as I have more business interests, I want to use my LinkedIn to do deal flow for investment opportunities for businesses that I want to put my capital in my time in. And then I need people to know there's a lot of different components of the way that I exist in the world. And I show you all of that in the free guide, Luke layman.com/linkedin. So magnetic profile funnel, gives people the reason to come find you. And every single thing that you put in your profile should answer one question, why do I care? Or what's in it for me? And if you think through what a customer would be interested in from you, then you can answer the question, what about this is important to them? Alright, second. So that's the first piece of it. That's all in the free guide, you go spend some time on that second, advanced prospecting. There are two things and this is where the component came in that I began to figure out that this lead gen agency was onto something. And I began to discover this and really backwards planned for what they were giving me or reverse engineered what they were doing. LinkedIn, as compared to any of the other platforms gives you an enormous amount more information about your ideal customer names, business locations, names of the company, you can get the email addresses if you want to. But that's not super important, because we keep it organic on the platform, and most importantly, their position description. So you can sort by that and see that they are the program manager at XYZ company. So there's a lot of different search mechanisms that you can do. If you're a local company, selling b2b, you can search by business owner, Charleston, South Carolina. Now, I already have a cultivated list of people that I want to be connected with. So again, I'm telling you everything, no surprises when you go look at my list of people that I am connected with, and it's 90% founders and CEOs that's intentional. It's because I have automation turned on that engages with CEOs and founders because those are the people that I want to do business with either as b2b partners, either as an investment opportunity, or just the level of connections that I want to see and curate on a daily basis. So when we find the ability To do connection specific, prospecting, by finding people that I want to do business with, or I want to sell to LinkedIn is the only place that you can find the exact level of information for the type of person that you want to find. Now, there is a second step two, that it is absolutely worth every penny. But LinkedIn Sales Navigator allows you to basically turn your LinkedIn into a CRM, I do cover it in the full course. But you don't necessarily need to take the full course to be able to understand this. When you buy the LinkedIn Sales Navigator, you are able to go in there and find even more characteristics about the company company size, headcount, total operating locations, there is a lot of data that you can see about the company that allows you to further curate that connection basis. Which brings me to number three high conversion connections. Once you have already found the person that you want to connect with, you could simply go in there and click connect with no message, we have found that the average connection ratio for that is less than 10%. If you don't say anything. Now, if you say something other than a shitty sales pitch, the conversion ratio goes up over 30%, simply by adding a connection request, which you're going to love here. When I talk about how to get to automation and delegation. By simply adding anything to the connection requests, you're going to see your conversion rate go up above 30%. Now, here's the secret. If you add a connection request, that says something about you personally, you can get that over 50%. And it's very simple. Some of you may have even seen it when I moved to Charleston, South Carolina, I wanted to open my network of business owners in Charleston, South Carolina, that's who I want to surround myself with. So I sent a targeted connection request that says, I'm new to Charleston, South Carolina. As much as I love the change of scenery. It's exciting to be the new guy again. It's this sensation I haven't felt in a long time or something like that. The other connection request was now I know what it feels like to be the new guy. Are there any good recommendations or places that you can point me for some good Charleston food? You see, I'm not trying to do anything salesy. I don't even know what will become possible by being connected to these business owners yet, I just know that I am a product of the five loudest voices in my head. And I want to have opportunities to connect with other like minded individuals. It's authentic. I don't know what the deal that I want to be had is, so it is a sell or be sold mentality. Yes. But I don't have to have an objective to close every deal. All I want to do is expand my network. And if you go back to the beginning, where I said you can only have 100 connection requests per week, if I target 100 CEOs in Charleston, South Carolina per week 5200 potential CEOs, if there even are that many. And by simply changing the initial connection request, I can connect to over 50% of those can you begin to see how it would be valuable to have a network of 2600 CEOs inside Charleston, South Carolina, if that's where you lived. So the connection request is extremely important. Next, message mastery. If it takes seven touch points for you to be able to complete a sale, which I would argue is well beyond that, at this point and the information overload age, you need to make sure that every single thing that you are saying is important to someone else, I absolutely a bore the idea of selling on the first pitch, you are not getting in anybody's bed by simply saying can I sell you something on the first date, what instead you need to do is you need to continue to add value through this message mastery. Now, I will tell you there is a program that I teach that if you are actually trying to sell someone, instead of generating authentic relationships, you do need to get there at some point. So when you continue to message them, you do need to be authentic and have integrity and let them know you would like to have the opportunity to tell them about your product. If you go on and on and on and on, they're gonna get it and I get these messages all the time. If you send me a message, I am almost always going to say hello back. But if you're trying to sell me and you're trying to fake it, that you're not trying to sell me I will ghost you. I will stop responding to you. If you want to have an authentic conversation and you want to talk about something that's important to you bring it on. So the message mastery is important but you do got to get to the point. So if you're only trying to sell within the third or fourth message you should let them know about your product or service. But message mastery is important. If you're trying to get someone to a specific call to action, what is it that you would like them to do, you need to build them up to that I have a free resource that I've put together for bookkeepers in Charleston, South Carolina, I have a new lawn care service that I would like to introduce to homeowners in Daniel Island, South Carolina, get there, let them know. But the lowest point of entry is getting them to say yes to your lowest ticket item, it's likely going to be a freebie, something they can download. But generally speaking on the message mastery, I want to warm them up with who I am, so that I can do something with it later. So my game is in cultivating an audience of people that I might want to do business with later. And then because I post on a daily basis, you can get to know like, and trust me, and understand what I'm about. And it will be that at some point that you will say I actually want to do business with Luke layman, he's the kind of person that I believe in, I want him to make an investment in my company, because I think that we can grow faster together. But I don't have to do it in the message connections. Now, that's my game. If you are just a sales guy, and you want to connect, just realize that your conversion rate is going to go down. But in the message sequence, you can warm them up. And to get them into a place that they will take action, just realize your conversion rates are going to go down, which is okay for a cold audience.
36:39 Here's the secrets, there are two things that I do that nobody else does. The first is automation. When you look at the automation, there's a lot of them out there, I will give you the full sequence inside my course if you're interested in and I'm gonna give you an offer at the end here that literally I can't make it any better for you. But I will show you the exact automation sequence that I use, you can figure it out for yourself, go to expanded.io and download the software, I think it's like $79 a month, that's the exact software I use every single thing that I've talked about in this entire episode, I automate using that software. It doesn't mean it's authentic, it just does it for me, like a member of my team, I am very specifically about the language patterns, I am very specific about my targeting about who I want to talk to. And I am very specific about developing authentic relationships. Using that automation sequence. People will say, Well, I don't want to spam people. The first thing that you need to understand about automation is that once someone responds to your message, it turns the automation off. So if you have that message sequence that helps people to know like and trust you, when you get into that place where they respond, it breaks the sequence, and it's now on you to respond expanding.io You can go learn it for yourself, or I will teach it to you. Next delegation, the largest hang up is that you think that your LinkedIn is yours. And it is you have ownership for it, it is your brand. But it is just a tool. And I use this tool, the same as any other tool that I have, I let people manage my personal finances, I let people manage, I let people babysit my kids, I use all kinds of people available to me to help manage my life. And LinkedIn is one of those. I delegate to a virtual assistant who is going to be responsible for saying the normal things that I would say and I have a very clear SOP about when that handoff is complete. And I let her know what I want her to respond with. So there is a high likelihood if you message me, you may get my virtual assistant the first time if you want to have an authentic conversation, you need to respond and continue to respond and I'll take it over. But she's like a filter for me. Most people are trying to sell me when they enter my DMs. And that's fine. I don't hate the game, teaching you the game. But I have that filter and it's delegated. So in order for you to make this system work, you need to realize that that is an appropriate thing. I don't allow people to just connect with me on the phone, they have to dial my number. It's a filter. If I don't answer they have to leave a voicemail. It's a filter. I don't allow people to walk in my front door they have to come to the front door and ring the doorbell and then I choose whether to let them in. So if you've been listening to this podcast for quite some time, you know a lot about how I operate as a business owner and how I guard my time and how I grow businesses. And the way that we do it on LinkedIn is no different. So here's what I'm going to offer for you. I have this course available I teach you the entire operating system at a very low fraction of the cost. If you go to an agency that was going to charge you $1,500 per month to manage this for you, I'm going to show you exactly how to do it fully automated. And then if you choose, you can further delegate even out the responses. So if you were to go to an agency, you would pay them $18,000, in the first year to do this for you. This is why I created the system, I knew that I could reverse engineer and I could do for myself what they were going to charge me $18,000 to do and then I still wouldn't own the product. So here's where you have a choice. If you are an entrepreneur, business owner sales leader, if you are a believer that you are responsible for being the chief revenue producer in your own life, whether or not you're a business owner, or just a salesperson, there are two ways that you can continue. The first is to go to Luke layman.com/linkedin. And I'll give you a play by play of how you can do this for yourself. If you're ready to up your game, I have a course that I will teach you exactly the secrets of the agency that you can do for yourself. And I want to make it a no brainer for you. If you go to www dot Luke layman.com/l I m c and I'll link it up in the show notes. That's Luke layman.com/linked. In masterclass slash li MC, you can see the offer on the page. And if you use the code podcast, you will receive a $100 discount on the course. Couple of notes. I constantly update that course based on what I'm doing and what's changing inside LinkedIn. The courseware is always available. You can download it at any time, you can access it online, but I also do live calls about once a month where I go through what I'm doing. And we work on those specific different components, high conversion connections, message mastery, the automation, the delegation, I help you figure out how to do it in your business. So I want you to be able to take action, you can do it for free. Or if you're ready, you can get the incentive simply because you're a listener of this podcast. I'm excited to support you on your journey. And I'll see you right back here on the next episode of the ship work podcast. Have a great week, my friends.
1:08 Today we continue the discussion about lead generation and generating more revenue in your business. And I am going to pull the curtain all the way back on what I consider to be my secret weapon as a lead generator. I don't believe that you ever outgrow your necessity to be the chief revenue producer either in your own life in your business. And I guess there's an argument to be made that the CEO of giant corporations don't have revenue generating responsibility, but I would argue that they have the most, they're the ones that are able to swing away on the biggest fish, they have the biggest opportunity and the biggest deals available to them. But for what we're talking about, and for what position you are in your company, you should always be leading the initiatives on lead generation. And the good news for today is I'm going to tell you the entire system, I do have resources that I'll share with you at the end of the episode. But today, I'm gonna lay it out for you of exactly how you can be doing lead generation, how you can delegate it, how you can automate it, and how you can get dozens if not hundreds of leads into your inbox every day using LinkedIn, it is the greatest secret that I have. It all started with a foundational component of a lead generation agency approaching me and I'll tell you how they approached me and what they offered me and what caused me to explore it myself. And I'll share it all with you today. So it is one of my most exciting lead generation sources, and especially on social media, if you are on Instagram, or Facebook, which a lot of you are connected with me on those channels, a lot of that social engagement, but LinkedIn is specifically there for the business world. And unfortunately, you are one of three categories of LinkedIn people. And I'll explain that to you here in just a moment. So this episode today is for CEOs, entrepreneurs, solopreneurs, lead generators, BD specialists, I don't care if you are in business, and you believe that your customer can be found on LinkedIn, you're sleeping on it. And I'm going to tell you exactly what to do today to be able to figure out how to do this. And to make it easy. There are 900 million users on LinkedIn. And compare that to Instagram of 2.5 billion users. So a much smaller sample size, but much more laser focused. We're taking off all the people who aren't interested in business, and we're getting a focused audience. Of those 900,000,190 4 million are in the US. And 39% of those are active on a daily basis. So you can do the math of the number of people that are active on a daily basis. And if you think that there's a potential that your target audience exist inside that basis, this episodes for you. Now, a lot of people that I talked to say I don't have the time, I don't have the desire, I don't have the interest to get on social media or I gave up social media long ago Good Good for you. As a consumer, you should have given it up. When you disrupt what comes in your mind with garbage or you allow other people to market to you, it causes you to get off track. So the very first advocation that I'm going to make to you is to change the way that you use social media. It should be a social selling system. And the amount of time that you spend online should be curated. It should be for you to consume the level of information that you desire and to use it to grow yourself to make yourself a better business person, a better person person. So if you think that you can find one and 75 million active users, I'm gonna show you How to do it. So the entry point for this was a discussion that I had about eight years or so ago where someone said, if you can tell me a description of the person that you would like to engage with, I can deliver them to you on LinkedIn. So that certainly piqued my curiosity about the method and the mechanisms, they were going to go do so. And I thought, What they meant was, they would just go find the people do the searches and deliver those things back to me. And I opened my mind to what could be possible. Now, if you haven't heard Episode 38, I believe it was on the reticular activating system, you should go back and listen to episode 38. When we talk about the reticular activating system, we talk about it as a filter that filters the information back into your mind into your conscious brain so that you can do something with it. Now, that episode is interesting in its own right, but today, what you need to understand is that by opening my mind, to the fact that there was actually a system or a methodology to approach LinkedIn, things began to filter, lead agencies began to come to me and they said, Hey, I'm going to be able to do this. And that would lead LinkedIn. And I bid. And I said, Well, let's take a look at this. And here's the offer for $1,500 a month, they would manage my LinkedIn, and they had to login using my credentials, and they would manage the outreach. And I began to figure it out. And the short story is they were using automation. And the beauty of LinkedIn right now is that you can use automation to a degree that you cannot use it on Facebook, or Instagram. So now we've got a to win scenario. Not only is your ideal client who is focused on business, already on LinkedIn, but there are tools, which I will share with you today that you can go get in front of them using automation. And I'll also share with you how we can delegate that appropriate as well. Lots of things are changing inside the eco system in the way that we engage our customers. But what isn't necessarily changing is the LinkedIn algorithm, you're just sleeping on it. I keep seeing ads now. And again, it's because I have some knowledge of LinkedIn. And because I share that with others, but people say the algorithm is changing. No, it's not, they've changed a couple of things. One of those was, you can only reach out to 100 connection requests per week. So at the very best, if you sent 100, every single week, you could only get 5200 new connections each week. And that's assuming that every single one of those people actually decided to connect with you. So I'll share with you today about how we optimize that. It's a very simple system, you're just sleeping on it. So let's get rid of all of the garbage that says LinkedIn is not for me, my customers aren't there, it's going to take too much time. Now that's all noise. And I will show you exactly how to do that today. And how you can use it to create a selling system. It is absolutely a sell or be sold mentality. So let's take a look at the three types of people that are on LinkedIn. Number one, the consumer, they are the be sold mentality. And the problem with the consumer is that they use social media a little bit, and they get on and they consume whatever is cultivated inside their experience. So whoever wants to market to them is what they see. And they scroll through their feed just a moment. They get in the inbox and they scroll through and they see if there's anything interesting I tire of the number of people that send me I see that we have mutual connections, or you are doing very neat things at your company. Yeah, I got it. But if you actually go back, you'll see that I spent a dozen years flying jet. So if you want to just talk about cool things, let's talk about jets. There's a lot of ways that we can engage. But the garbage that comes into my inbox, I don't sell to them, I guess I should just start responding here. You should just buy my program on this because you'll do a lot better. But I don't do that I generally just ignore them. So the consumer is the first person that consumer is the be sold mentality, and they are subject to time thieves. Every single time you log on to LinkedIn, to Facebook to Instagram without an intention to learn or to grow or to sell or to even decompress. You are the recipient of the time thief. And those people are controlling your time and energy. So absolutely. If you are a consumer and all you ever want to do is consume what's available to you stop listening, push pause and go to the next episode or go back and listen to the reticular activating system episode. The second category is the curator and the curator is a little bit better and if this is you, we can do something with that. But the cure Rader controls the flow of information. They take what's available, and they begin to use it to get what they need. Here's a very simple hack when I want to learn something new, I go into Google and I google keywords, because I know what's going to happen is that Google is going to deliver ads back to me, based on my cookies, about what I searched for. So if I want to learn woodwork, or a specific skill about fishing, I would go and search the keywords around that, and I'm going to begin to get advertised to. So I actually become a curator of the information that flows back to me. As a curator of information, there's only three real things that I look at, does it inspire me? Does it help me make more money? Or does it save me time? And if it doesn't do any of those things that I shouldn't be consuming that information? does it inspire me? Does it energize me?
10:56 Does it help me be a better person, and I'm an advocate for that, I look at a lot of social media, short form content that makes me a better person. That helps me to become more empathetic, that helps me to open my mind to new ways of thinking about being a parent, a business owner, tax savings, investment strategies. There's lots of things that I can spend my time and energy on. But does it inspire me? Does it make me more money? And does it save me time? Now the very first tactical hack that you should do is you can use a tool inside LinkedIn to mass unfollow people. If you can imagine that experience that you have on LinkedIn right now is decades in the making. If you're anything like me, you have been a consumer of information for quite some time you've cultivated your following and whether or not it's 100, or 1000, or 2000 people based on your level of interests at the time. If you go back and see foundationally, for me, many of the people that I'm connected with on LinkedIn are fighter pilots, because it's over a decade in the past. And that was what was important to me, or people who thought that they wanted to recruit fighter pilots into the government sector, or whatever it is. So this mass unfollow, I'll link it up in the show notes gives you the opportunity to completely get rid of everybody you follow on LinkedIn. And what this is going to do is it's going to create a curated news feed for you, before you run the script, now, it'll give you instructions on how to do it, take some time for it to run the script on your computer. But before you do that, you need to take note of who you do want to follow. Who is it that you want to receive information from it could be a business associate could be your employees, it could be a competitor, it may be that you want to follow what they're doing. It could be somebody that's just talking about information that you believe to be valuable. So once you unfollow it's like an unsubscribe button, you're going to have to now go back and re follow all of the people that you want to follow. A good way to do that is to go click the Follow button. And then what you likely don't know about LinkedIn is there's actually a little bell if you go to someone's profile, you can click on the notification bell and it will put it to the top of your newsfeed. And you can get that information from your feed. So now it's curated. I've gotten information that inspires me, helps me make more money or saves me time. And it's curated. So now when I hop on LinkedIn, I'm doing something specific with my time and energy. We'll talk about building your tribe and how we engage borrow audiences in just a moment. But I have a curated newsfeed, I also completely unsubscribe to all groups groups are garbage on LinkedIn, you can just get rid of all those, those are pretty easy. So whoever you've got there, just go ahead and go manually unsubscribe to those. So two steps, make sure first you stay connected with the people that you want to write it down, just take notes of who that needs to be, and then run that script that's linked up in the show notes. And it's from a linkedin.com site. I didn't make the script, but you can go, you can go see that. First is consumer, second is curator. The third category is creator. Now, some of you won't enter into this environment, it doesn't particularly matter. But I'm going to I'm going to share it with you today. Before we get into the actual operating system Sale system. The way that I do LinkedIn, I'll give you all the secrets on the backside. But I will tell you that I am a LinkedIn creator. Now what's interesting about being a LinkedIn creator is LinkedIn differs from Instagram and Facebook based on the number of impressions. There's a couple of things that you can do as a creator. Number one, there is content type that is engaging and one of the highest content types is simply connection pieces, people who want to do business with you, either as vendors, customers, employees, or potentially you're looking for a new job, they want to know what you stand for. They want to see who you are. And I'm not saying that you have to expose every family vacation or the goods and the bads, the uglies. I'm just saying that you need to create an environment someone can understand what you're about. So creating a cultivated news feed of what people can see for you, by creating a post, you can put one post up there that says, here's my core values, here's how I embody them. Or here's my origin story. Here's how I got to where I am today, and a picture of my family. That's good enough. One of the next hacks for you is to use the featured section on LinkedIn. So the idea here is that someone comes in find something about you, they schedule a call with you, they run into somewhere and they want to know more about you, they go to your LinkedIn, figure it out, profile, down in the feature section right after the top of your profile is the story that you want to share. It could be a press article about your company, it could be a open source article about how you volunteered for the neighborhood football team, I don't know, the easiest thing to do is to create an origin story or some type of connection piece, and then mark it as featured it can stay there. Now the second hack for this is using something called the whip effect. You don't have to do much on LinkedIn to get that to continue to show to your ideal audience, the way the whip effect works is that you engage people in the comments of that post. So anytime someone makes a comment on your post, you go and you respond to what they said, that's easy. The second way that you can do that is when you have a new connection, you can tag them in the comment section. And say, This made me think about you, or something specifically about our connection resonated with me. So you guys can try that out right now the whip effect, there's two things that you can do in borrowed audiences, you can go back to your post, and make a comment, you can tag me and I respond to about 90% of the posts that I'm tagged on LinkedIn. If you want to tag me in it, just go to something that you've posted and put Luke layman, what do you think about this or Luke layman,
17:16 I was listening to your podcast episode about LinkedIn. And this made me think about you. And I'll come back, and I'll reply to it. So this whip effect, what it enables you to do is it enables you to recover old data and put that back up in the newsfeed. So if there's a couple of likes and comments on the bottom of that post, you can get your post reengaged. With, you can go look at mine. Now that brings me to the second component of this creator, which is really easy to do borrowed audiences. Okay, borrowing audiences exists on some social media platforms. But it's much more active on LinkedIn. And I would say Twitter too. But Twitter is a disaster. It's a total dumpster fire over there. And I know a lot of people use it for certain things. But man, it has become too political. And it's not worth any amount of my time and energy. So when we look at LinkedIn, it's really the best place to do this. And the easiest way to do it, and I'll tell you right now how to do it, and then you can go tee it up and give it a practice. My profile is optimized for this. I'll explain it here in just a second. When you go make a comment on someone else's post, it exposes your comment to their audience. So what often happens is that you can make a either quippy comments something funny, or you can engage in a thoughtful manner and borrow their audience. And there's a couple of different hacks on the way to do this. The first is find someone in your segment that has a large shared audience with you. So this is kind of where that influencer marketing comes in. And again, you can use mine to think about this. And I'll tell you the way that mine is teed up, you'll see it, you can go to it, I generally keep as top of the featured section, a story about what I stand for. And I update it every now and again. But it generally has a origin story, it talks about my core values, what I stand for, and that has a picture my family, what I enable people to do is to come borrow my audience. So at the time of recording, I have a pretty significant audience on LinkedIn. And I enable you to come and borrow my audience, I want you to do this, we both win. If you go to that featured post, and you make a comment that says, here's what I stand for, or here's how I help people every single time that you do that. I win, because it whips my post, but you win because you're going to expose your message to my audience and the majority of my audience is about 90% CEOs or founders. And that's who resonates with my message. So everything that I post As a content creator, is cultivated around that. So now if it's a sell or be sold world, I'm always selling. And here's the kicker about content creation, if you're if you're into it, you can go into the course I have a full course about that. And you can see what I do 10 to one ratio, I only sell on one post. And I'm not saying that I'm always actively taking a position that I want you to exchange dollars, but I'm actively asking for someone to take an action. And that's what I'm selling, it could be asking for a comment, it could be asking for feedback, it could be asking for recommendations for employees or a connection with a business that I want to be connected to. And on occasion, it is actively selling something, but it's a 10 to one rule, if you are always selling people will just disengage with your content. And that's the number one mistake that people make is they go right in for the French kiss without trying to do any of the foreplay there. So when I look at it, I look at it as a 10 to one ratio. And here's a couple of different content posts that you can do as well. If you want to get into the Creator game. Remember that I want this to be as thorough and standalone of an episode for you to be able to go slay today on LinkedIn. So you can enter as a consumer, which I don't recommend, you can enter as a curator, or you can be a creator, here's the three post types that I would recommend, connection piece, storyteller, and reporter and the connection piece. I really just want to know what you stand for health, wealth and relationships, whatever the foundation of why you exist, what your bigger purpose is. The second is to be a reporter, a reporter simply goes out there and observes things that you see that may be of interest to your audience. Now, the first common mistake is when people enter LinkedIn as they go and they see someone else's post that they want to report in and they click Share. algorithmically, the share gets very little engagement, it's good for the Creator. But it doesn't get you much engagement. The better way to do that is to summarize like a reporter, I went and I gathered information. So you would say Hey, I saw Luke talking about brain science. And I thought it was interesting. And here's my take on it. So you're gonna give a shout out back to the original creator, because borrowed audiences, right? When you tag me in your post, you're going to borrow my entire audience. And not to mention, I respond to 90% of my comments. So if you tagged me in there, now, I'm gonna go make a comment on your post. And it will likely be a thoughtful, deeper comment about why what you said resonates with me, and you've now borrowed my audience again. And that's how you get into that rapid growth trajectory. So you'll see that, again, I'm telling you the full secrets, when you go take a look at my content, some of the people that I'm looking at right now, Justin Welsh, Sahil bloom, all are doing very neat things. But you'll see me go look at what they say. I'll act as a reporter. And I'll report back to you as my audience what I thought was interesting about that, so you can use that tactic. So again, now you've got a second piece of homework. The first is to go to my profile, borrow my audience, look for that featured post that says, What do you stand for, and then you can connect with me on that post. And truly tell me what you stand for. I am interested in that. I am genuinely interested in who you are. As a person, I really, I don't give two shits, if you come on to my profile. And you say, That's cool, great post, I agree. I want to know what you stand for. I want to know what matters to you in your life. I want to know what drives you. I want to know what aspirations you have. Those are the things that I want to share on my page. So the first thing is go to that featured post. The second thing that you do is you go borrow my audience again, by finding something so go over to my posts page, sort by only the things that I've posted, and find something that resonates with you. Now create a post on your page that says I recently saw this post by Luke layman that talked about brain science, sales and marketing, business strategy, high performance, leadership, all the things that I talk about on a daily basis. And the reason that you listen to this podcast, and give the shout out and I will give that back to you and you'll be able to borrow my audience. So really, those are the three foundations of the archetypes for the types of people that are on Instagram, the consumer, the curator and the creator. To continue with this episode. You really need to have committed that you are going to be either the curator or the creator. If you're a consumer, this really isn't going to work for you. So once you can at least say that I'm going to be a curator of information I'm going to be in control I am going to be in a sell mode, then we can continue. Alright, here's the components. So the sales system is designed for you to use this social media channel only for lead prospecting generation, and wealth creation, the first phase magnetic profile funnel, that advanced prospecting, high conversion connections, message mastery. And finally, I'll talk about how to use automation and delegation to be able to accomplish these tasks. Magnetic profile funnel, now you can Google it, or you can go to Luke layman.com/linkedin, download a free guide. And I'll show you how to do all of those things. And I keep that guide pretty current, based on the updates the way that they flow the sections around, but you can google it as well, you don't need to go to my guide, you can go look and see anyone elses. And it shows you what you need to do. The very first thing that you need to do with your magnetic profile funnel is you need to change your tagline, that line that shows up right below your name. And here's why this is important. I'll tell you what to change it to in a moment. But it's important because LinkedIn usually populates is the second or third, if not the first search engine when someone Google's your name. So you're gonna see immediately Luke layman, it'll tag LinkedIn. And that our show right below that, that tagline. So it helps on the search engine optimization, and it shows someone what you stand for. So there's some examples on the free guide that you can download. But one of those is just saying outright what you do. If you are a bookkeeper or a service business owner, you don't want to put on there I own XYZ, bookkeeping, Owner, XYZ, bookkeeping, entrepreneur, XYZ, bookkeeping, that doesn't tell me what you do, I help small businesses, less than $1 million of revenue, to optimize your accounting system, I help small businesses five to $15 million, save money in taxes, whatever it is that you do, I help so and so to do something without something else, that's really the formula for that. So when you change it that calls out your specific audience, your specific customer and tell them what you do for them specifically,
27:12 now you're optimized for that, if you'll notice, mine is not set out like that. I don't say I'm here to help entrepreneurs live a life of purpose, partly because that's probably not what you would say when you're searching for it. And when you say I'm here to make more money, I'm here to generate more wealth, I'm here to be a better human. The reason I have a more advanced strategy for that, as I have more business interests, I want to use my LinkedIn to do deal flow for investment opportunities for businesses that I want to put my capital in my time in. And then I need people to know there's a lot of different components of the way that I exist in the world. And I show you all of that in the free guide, Luke layman.com/linkedin. So magnetic profile funnel, gives people the reason to come find you. And every single thing that you put in your profile should answer one question, why do I care? Or what's in it for me? And if you think through what a customer would be interested in from you, then you can answer the question, what about this is important to them? Alright, second. So that's the first piece of it. That's all in the free guide, you go spend some time on that second, advanced prospecting. There are two things and this is where the component came in that I began to figure out that this lead gen agency was onto something. And I began to discover this and really backwards planned for what they were giving me or reverse engineered what they were doing. LinkedIn, as compared to any of the other platforms gives you an enormous amount more information about your ideal customer names, business locations, names of the company, you can get the email addresses if you want to. But that's not super important, because we keep it organic on the platform, and most importantly, their position description. So you can sort by that and see that they are the program manager at XYZ company. So there's a lot of different search mechanisms that you can do. If you're a local company, selling b2b, you can search by business owner, Charleston, South Carolina. Now, I already have a cultivated list of people that I want to be connected with. So again, I'm telling you everything, no surprises when you go look at my list of people that I am connected with, and it's 90% founders and CEOs that's intentional. It's because I have automation turned on that engages with CEOs and founders because those are the people that I want to do business with either as b2b partners, either as an investment opportunity, or just the level of connections that I want to see and curate on a daily basis. So when we find the ability To do connection specific, prospecting, by finding people that I want to do business with, or I want to sell to LinkedIn is the only place that you can find the exact level of information for the type of person that you want to find. Now, there is a second step two, that it is absolutely worth every penny. But LinkedIn Sales Navigator allows you to basically turn your LinkedIn into a CRM, I do cover it in the full course. But you don't necessarily need to take the full course to be able to understand this. When you buy the LinkedIn Sales Navigator, you are able to go in there and find even more characteristics about the company company size, headcount, total operating locations, there is a lot of data that you can see about the company that allows you to further curate that connection basis. Which brings me to number three high conversion connections. Once you have already found the person that you want to connect with, you could simply go in there and click connect with no message, we have found that the average connection ratio for that is less than 10%. If you don't say anything. Now, if you say something other than a shitty sales pitch, the conversion ratio goes up over 30%, simply by adding a connection request, which you're going to love here. When I talk about how to get to automation and delegation. By simply adding anything to the connection requests, you're going to see your conversion rate go up above 30%. Now, here's the secret. If you add a connection request, that says something about you personally, you can get that over 50%. And it's very simple. Some of you may have even seen it when I moved to Charleston, South Carolina, I wanted to open my network of business owners in Charleston, South Carolina, that's who I want to surround myself with. So I sent a targeted connection request that says, I'm new to Charleston, South Carolina. As much as I love the change of scenery. It's exciting to be the new guy again. It's this sensation I haven't felt in a long time or something like that. The other connection request was now I know what it feels like to be the new guy. Are there any good recommendations or places that you can point me for some good Charleston food? You see, I'm not trying to do anything salesy. I don't even know what will become possible by being connected to these business owners yet, I just know that I am a product of the five loudest voices in my head. And I want to have opportunities to connect with other like minded individuals. It's authentic. I don't know what the deal that I want to be had is, so it is a sell or be sold mentality. Yes. But I don't have to have an objective to close every deal. All I want to do is expand my network. And if you go back to the beginning, where I said you can only have 100 connection requests per week, if I target 100 CEOs in Charleston, South Carolina per week 5200 potential CEOs, if there even are that many. And by simply changing the initial connection request, I can connect to over 50% of those can you begin to see how it would be valuable to have a network of 2600 CEOs inside Charleston, South Carolina, if that's where you lived. So the connection request is extremely important. Next, message mastery. If it takes seven touch points for you to be able to complete a sale, which I would argue is well beyond that, at this point and the information overload age, you need to make sure that every single thing that you are saying is important to someone else, I absolutely a bore the idea of selling on the first pitch, you are not getting in anybody's bed by simply saying can I sell you something on the first date, what instead you need to do is you need to continue to add value through this message mastery. Now, I will tell you there is a program that I teach that if you are actually trying to sell someone, instead of generating authentic relationships, you do need to get there at some point. So when you continue to message them, you do need to be authentic and have integrity and let them know you would like to have the opportunity to tell them about your product. If you go on and on and on and on, they're gonna get it and I get these messages all the time. If you send me a message, I am almost always going to say hello back. But if you're trying to sell me and you're trying to fake it, that you're not trying to sell me I will ghost you. I will stop responding to you. If you want to have an authentic conversation and you want to talk about something that's important to you bring it on. So the message mastery is important but you do got to get to the point. So if you're only trying to sell within the third or fourth message you should let them know about your product or service. But message mastery is important. If you're trying to get someone to a specific call to action, what is it that you would like them to do, you need to build them up to that I have a free resource that I've put together for bookkeepers in Charleston, South Carolina, I have a new lawn care service that I would like to introduce to homeowners in Daniel Island, South Carolina, get there, let them know. But the lowest point of entry is getting them to say yes to your lowest ticket item, it's likely going to be a freebie, something they can download. But generally speaking on the message mastery, I want to warm them up with who I am, so that I can do something with it later. So my game is in cultivating an audience of people that I might want to do business with later. And then because I post on a daily basis, you can get to know like, and trust me, and understand what I'm about. And it will be that at some point that you will say I actually want to do business with Luke layman, he's the kind of person that I believe in, I want him to make an investment in my company, because I think that we can grow faster together. But I don't have to do it in the message connections. Now, that's my game. If you are just a sales guy, and you want to connect, just realize that your conversion rate is going to go down. But in the message sequence, you can warm them up. And to get them into a place that they will take action, just realize your conversion rates are going to go down, which is okay for a cold audience.
36:39 Here's the secrets, there are two things that I do that nobody else does. The first is automation. When you look at the automation, there's a lot of them out there, I will give you the full sequence inside my course if you're interested in and I'm gonna give you an offer at the end here that literally I can't make it any better for you. But I will show you the exact automation sequence that I use, you can figure it out for yourself, go to expanded.io and download the software, I think it's like $79 a month, that's the exact software I use every single thing that I've talked about in this entire episode, I automate using that software. It doesn't mean it's authentic, it just does it for me, like a member of my team, I am very specifically about the language patterns, I am very specific about my targeting about who I want to talk to. And I am very specific about developing authentic relationships. Using that automation sequence. People will say, Well, I don't want to spam people. The first thing that you need to understand about automation is that once someone responds to your message, it turns the automation off. So if you have that message sequence that helps people to know like and trust you, when you get into that place where they respond, it breaks the sequence, and it's now on you to respond expanding.io You can go learn it for yourself, or I will teach it to you. Next delegation, the largest hang up is that you think that your LinkedIn is yours. And it is you have ownership for it, it is your brand. But it is just a tool. And I use this tool, the same as any other tool that I have, I let people manage my personal finances, I let people manage, I let people babysit my kids, I use all kinds of people available to me to help manage my life. And LinkedIn is one of those. I delegate to a virtual assistant who is going to be responsible for saying the normal things that I would say and I have a very clear SOP about when that handoff is complete. And I let her know what I want her to respond with. So there is a high likelihood if you message me, you may get my virtual assistant the first time if you want to have an authentic conversation, you need to respond and continue to respond and I'll take it over. But she's like a filter for me. Most people are trying to sell me when they enter my DMs. And that's fine. I don't hate the game, teaching you the game. But I have that filter and it's delegated. So in order for you to make this system work, you need to realize that that is an appropriate thing. I don't allow people to just connect with me on the phone, they have to dial my number. It's a filter. If I don't answer they have to leave a voicemail. It's a filter. I don't allow people to walk in my front door they have to come to the front door and ring the doorbell and then I choose whether to let them in. So if you've been listening to this podcast for quite some time, you know a lot about how I operate as a business owner and how I guard my time and how I grow businesses. And the way that we do it on LinkedIn is no different. So here's what I'm going to offer for you. I have this course available I teach you the entire operating system at a very low fraction of the cost. If you go to an agency that was going to charge you $1,500 per month to manage this for you, I'm going to show you exactly how to do it fully automated. And then if you choose, you can further delegate even out the responses. So if you were to go to an agency, you would pay them $18,000, in the first year to do this for you. This is why I created the system, I knew that I could reverse engineer and I could do for myself what they were going to charge me $18,000 to do and then I still wouldn't own the product. So here's where you have a choice. If you are an entrepreneur, business owner sales leader, if you are a believer that you are responsible for being the chief revenue producer in your own life, whether or not you're a business owner, or just a salesperson, there are two ways that you can continue. The first is to go to Luke layman.com/linkedin. And I'll give you a play by play of how you can do this for yourself. If you're ready to up your game, I have a course that I will teach you exactly the secrets of the agency that you can do for yourself. And I want to make it a no brainer for you. If you go to www dot Luke layman.com/l I m c and I'll link it up in the show notes. That's Luke layman.com/linked. In masterclass slash li MC, you can see the offer on the page. And if you use the code podcast, you will receive a $100 discount on the course. Couple of notes. I constantly update that course based on what I'm doing and what's changing inside LinkedIn. The courseware is always available. You can download it at any time, you can access it online, but I also do live calls about once a month where I go through what I'm doing. And we work on those specific different components, high conversion connections, message mastery, the automation, the delegation, I help you figure out how to do it in your business. So I want you to be able to take action, you can do it for free. Or if you're ready, you can get the incentive simply because you're a listener of this podcast. I'm excited to support you on your journey. And I'll see you right back here on the next episode of the ship work podcast. Have a great week, my friends.
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“Shift Work” presents an interesting, value driven blend of stories, lessons, and actionable strategies in the high performance space. These elements and more make the podcast easy to consume and a great investment of one’s time. I especially enjoy Luke’s storytelling skills - solid! His stories are instantly engaging, and often quite funny while also perfectly making their points. A well done podcast."
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