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In this episode, join LinkedIn expert AJ Wilcox and Tom Hunt as they delve into valuable insights on maximizing organic reach on LinkedIn. AJ emphasizes the significance of comment density and providing upfront value to create engaging organic content. He also shares tips on LinkedIn ads and discusses the challenges of B2B marketing on the platform. With helpful examples and strategies, this podcast is a must-listen for marketers aiming to establish trust and credibility on LinkedIn.

LinkedIn is a powerful platform for professionals, offering a vast network of connections and potential clients.

However, with over 700 million users on the platform, it can be challenging to cut through the noise and reach your target audience. This is where maximizing organic reach comes in. In this blog post, we'll be sharing insights and tips from an organic and ads expert on how to maximize your organic reach on LinkedIn.

1. Optimize Your Profile Your LinkedIn profile is the first thing people see when they come across your page.

It's essential to make a good first impression by optimizing your profile. This includes having a professional profile picture, a catchy headline, and a summary that highlights your experience and skills. Additionally, make sure to include relevant keywords in your profile, as this will increase your chances of appearing in search results. This is particularly important if you're looking to attract potential clients or employers.

2. Post Consistently Posting consistently is key to maximizing your organic reach on LinkedIn. The more you post, the more opportunities you have to be seen by your target audience.

However, it's not just about the quantity of posts but also the quality. Make sure to share valuable content that's relevant to your audience. This could be industry news, tips and tricks, or your own insights and experiences. By providing value to your audience, you'll be more likely to attract engagement and build a following.

3. Engage with Your Network Engaging with your network is another way to increase your organic reach on LinkedIn.

This includes commenting on other people's posts, sharing their content, and participating in LinkedIn groups. By engaging with others, you'll be able to build relationships and expand your network.

This, in turn, can lead to more opportunities for collaboration and exposure.

4. Use Hashtags Hashtags are a great way to increase the visibility of your content on LinkedIn. By using relevant hashtags, you'll be able to reach a wider audience that's interested in your industry or topic. To find relevant hashtags, you can use the LinkedIn search bar or look at what others in your industry are using.

However, don't overdo it with hashtags. Stick to a few relevant ones that accurately describe your post.

5. Measure Your Results Finally, it's essential to measure your results to see what's working and what's not. This will allow you to adjust your strategy and optimize your content for maximum organic reach. LinkedIn offers analytics that allows you to see how your posts are performing. This includes metrics such as impressions, engagement, and clicks.

By analyzing your data, you'll be able to identify patterns and adjust your content accordingly.


Maximizing organic reach on LinkedIn requires a combination of optimization, consistency, engagement, and measurement. By following these tips, you'll be able to increase your visibility on the platform and build a strong network of connections and potential clients.

Thanks for listening and hit me up if you have any questions!

Episode Transcript

What's the best way to help our company page content go viral?

Because I've noticed that it's really difficult to get company pages to go viral. It's a lot easier to get to personal profiles, and she said, I can't tell you much, but what I can tell you is there's something that we we more heavily than anything else. And that is comment density.

Hello, team, And welcome back to another episode of the Confessions of a B2B E marketer podcast. We are joined today by AJ.

Wilcox, possibly the most passionate guy I've ever met regarding a LinkedIn organic and ads. So we split this episode into two. First we talk about his organic strategy, some pretty awesome stuff there. And then we move on to what's working right now in LinkedIn ads. Before that, let's jump in and talk about Sato USA. It's gonna be massive May 31st until June the second.

And let me just give a couple of shout outs to the guests who is speaking at S o USA. We've got Nathan Lacker, sale legend. We've got the CEO of drift. We've got Scott Ernst, founder and CEO of demand maven That's Asia. Aang We've got Will May The Sea r O of Click Up. We've got Cathy Gao, who is a partner of Sapphire Web ventures.

Anthony Cannata, who is CEO audience, plus big, big names. It's gonna be a massive event. If you want 20% of the ticket, there'll be a link below. Or if you're interested in sponsoring, you can click on the other link, and you can then go reach out fast and sign up as a sponsor. It's gonna be massive. Trust me. Let's jump into the episode right now with AJ AJ. Welcome to the show. Awesome.

Thanks, Tom.

Excited to be here?

The LinkedIn master, I don't know about that, but we'll see. You can be the judge on that one for sure. So everybody, first off, Go check AJ Wilcox, search for him on LinkedIn. Check out his organic stuff.

That's what I've been doing today and over the past couple month, to be honest, But what I wanted to do in this episode is dig into what you're doing on LinkedIn both organically and paid, because I know that you that's what the business does. So you have a lot of experience there and if possible, I want to start with organic. And specifically, my first question is going to be specific around comment.

Dating. Love it.

Uh, well, first off, I think you hit it exactly on the head. My agency. We focus only on LinkedIn ads, but I'm a huge fan of LinkedIn Organically. I love the strategies I love checking out and see what other people are doing. And truth be told, I mean, even though we are a LinkedIn ads agency over, I would say two thirds of our leads come from our organic presence on linked.

And it's not all me. It's some of the team, too.

But yeah, let's talk about comment gating So specifically, we had a post go out about, like, three or four weeks ago, where we did a process called comment gating, where you're essentially saying I have this awesome asset for you. Comment below to get it, and we've done this. We've suggested it to our clients before, suggested it to others, but never actually done it ourselves.

And if I'm being honest, it's like I've recommended it to others. But if it is a total flop when I do it. I might be a little bit embarrassed, but it turned out to be really great. So actually, just as a recording this week, we published a case study on why we decided to comment data and what the results were.

Yeah, so the case study was, like pretty awesome.

Like, can you share impressions and comment numbers on this post?

Yeah, I don't have the post up in front of me, so I might have to go grab it, but we had over 2500 comments or it's around 2500 comments, and I do recommend any time you're doing anything organic on LinkedIn to respond to every commenter that actually came from some advice that I actually got from LinkedIn's head of company pages.

I was talking to her and said, Hey, by the way, like, what's the best way to help our company page content go viral?

Because I've noticed that it's really difficult to get company pages to go viral. It's a lot easier to get to personal profiles, and she said, Well, I can't tell you much, but what I can tell you is there's something that we we more heavily than anything else, and that is comment density. So I asked a little bit more and deeper. And what I understand about comment density is it's like comments.

Help your posts go viral on LinkedIn. It's the most helpful thing that you can do. But if every comment is just nice, one bro, or looks good like there's not much density to that.

If, however, someone says, Hey, I noticed you wrote this, how about this?

And you respond and say, Oh, that's a good point I hadn't considered. And then they respond back now you have these dense comments, comments where an actual conversation is going on, and that is what drives viral the most. So we had over 1000 people request this guide. So some marketing teams may call that leads. We're not treating them like M Q L s or anything, and not necessarily following up too aggressively.

But yeah, I mean, thousands of comments, lots of reactions. I think there were 20 res shares where people took my post that was promotional but giving something away and shared it directly to their followers. Comment density. That's big. I actually never knew that. And so that's gonna be super valuable. So we basically want big, chunky comments.

And then we want you on your own post and ideally, other people to reply with big, chunky comments. And that's gonna give us more exposure. Absolutely.

Yeah, It's a little known secret that I think is gonna make a big difference. Got it. The other thing, I thought was really interesting about your comment dating article. We'll link to this blow, by the way, guys, is that you were mentioning because I've done this before What I've said, like, I've told them to give a specific comment like, yes, I want it, et cetera.

But what you're saying is, actually that to LinkedIn is not going to look good. And so we just say, Leave a comment and people can say whatever they want that looks more natural for the algorithm.

Yeah, I think if I were on some quality assurance team for LinkedIn or for any social network trying to figure out, like, what are some of the signals that we can discount so that they don't so bad?

Actors don't go viral or spammers don't go viral. I think the first thing I would look for is a whole bunch of exactly the same comments, one after another. So I can't say for sure whether I think this is actually a signal that they take into account. But to your point, I think it's great to just let people comment the way that they're gonna comment.

Just so it looks as natural as possible. Sure.

OK, so let's just do like a deep dive into this campaign. So it is the LinkedIn as like ultimate guide, right advance link to that ultimate guide.

Yeah, cool. And so you said 1000 downloads.

Well, the only thing you did to promote this so far that organic post or have you done other stuff?

So I had one promotion that I did where I was speaking at social Media Marketing World in San Diego. And I told them you have, like, the exclusive first shot at this. So with a couple 100 people in the room, we probably had 50 people request the guide from a landing page, and I got what I wanted out of it.

It was like I got to give this conference an exclusive access to something we just barely came out with. Then I opened it up to LinkedIn, and we haven't done anything since. My goal was to get this into as many hands as possible. And we ended up sending out the guide to over 1000 people, which, from my estimation, it already blew away every estimation that I had every prediction. I think we're good.

I mean, I I'll probably still promote it from, like decks when I present to more advanced advertisers and maybe we'll put it as like a featured section on my LinkedIn profile or something.

But yeah, it's gotten out quite a bit. Makes total sense. But you mentioned, interestingly, that they've just done like 300 comments. And so that post, like even people not commenting, I guess must have found somehow found the Post, uh, somehow found the link to the landing page where they can download it right from what instance from the comments.

Or it would be Actually, they couldn't have found in the comments, right, because you he was sending in d MS to people that come and said, What I'm trying to get at is that you mentioned this might not be correct. But just under 300 comments on the post.

Was that right?

Oh, we had over 2500 comments on the Post. Wow. Wow.

Yeah, And me and my marketing guy and my assistant for weeks, we reached out to all of those people because if you're a first level connection of mine, that was so easy to send it. But if we're not already connected, I had to send you a connection request. And after a couple 100 of those, LinkedIn started putting up the wall that says you've sent too many connection requests this week.

So then we'd have to comment out to people and say, Hey, I know I said I was gonna send this to you, but I ran out of invites.

Can you request?

Can you request to me that we connect and then I'll send you the guide?

So it did it. The process took a few weeks, but it was great.

I mean, I I ended up with probably only a quarter of the people who commented were my first level connections. The rest were people who maybe some of them were followers. But in general, this was an audience who did not know me. We weren't connected. And now I have 3000 extra followers just from this incredible. And to clarify people were giving their email addresses for the guide. They weren't.

Nope, it was purely Let's connect on LinkedIn, which is actually good, because a lot of our leads that come in organically and inbound are people who have just read what I've written on LinkedIn and shared. And so the strategy here was Yeah, maybe we don't own their card contact info, but they're now connected. They're following, and they're going to be seeing our stuff ongoing for forever, for free.

And so we figured this is going to pay off in the future. Makes total sense.

Now, there must be something else you're doing right on LinkedIn. I see a post here you posted four hours ago. Three repost these left. That's maybe you haven't seen. Maybe you haven't logged in 100 and eight like 35 comments. And so this post, I'm just like scanning it.

Right?

So it seems like there's a new type of feature and then a new hack, actually a new feature that's being released and you're basically taking that information, and then you're explaining to other people what they can do with it. And then they're the image. And there's no like c t a to anything external to LinkedIn. But you are like you're asking questions at the end to get comments.

So it's like a really nice post like with this strategic.

Yeah, totally strategic me as a consumer I like to offer as a marketer the kinds of things that I would like to consume. So if a brand is just constantly pushing you towards lead magnets towards you know, their sales team, I don't love that. So I would say probably 80% of the content we put out is just purely educational.

We're not asking anyone anything of anyone, and this post is a good example of that. And that's the kind of stuff that gets commented on. And we know that comments are the biggest driver of viral on LinkedIn. So it actually helps us out long term in growing our audience.

But as we've discussed not just comments, comment, density and I'm scrolling through these comments and I'm seeing a lot of dense comments AJ loving it. Amazing.

OK, cool.

Yeah, we try to eat our own dog food next up you also have. And I haven't really got my head around this. The LinkedIn like email news.

Is that not working?

Is that working for you?

Yeah.

Yeah, totally that.

In fact, when LinkedIn very first comes out with the feature very similar to any other social network, they like to give an abnormal amount of attention to that feature. So I got access to a LinkedIn newsletter.

I got access to it in the first, like, month or two that it was out and we debated, like, should we do this?

Is this worth it?

It's more work. It was actually my head of marketing who suggested it, and I I a We asked and said, OK, if you're gonna help me with it, let's do it And turned out within the very first weekend of offering it, we had more subscribers to our LinkedIn newsletter than we have to our actual email list as a company, which is embarrassing to admit. But it continues to drive.

I don't think LinkedIn is giving as much attention to it as they were earlier, but I definitely think it's still worth having got it. And then you also distribute. I think you distribute, you'll podcast through that LinkedIn newsletter.

Yeah, every episode we send out to our email list, we make an announcement on LinkedIn and we add the whole actually show notes Page to our newsletter makes for good content to send out for sure. And we'll link to the pod below as well.

If LinkedIn actually sending that newsletter out to people's emails or is it just giving people notifications on LinkedIn?

That's a good question. I don't think I know the answer. I know at some point they would email out and let everyone know that a newsletter had arrived. I don't know if they still are, but they started out that way.

Yeah, interesting. I really need to get to the bottom of that. Makes a lot of sense.

OK, cool. So let's just summarise what we've learned about, like LinkedIn organic so far. We want comment density. We want to offer massive value upfront. We can use comment gating if we like, but we're not gonna prescribe what type of comment anything else I'm missing.

I mean, just drive anything you can like as we are creating content. The guiding principle is is someone going to want to comment on this. And if not, I'm gonna want to adjust the post until it would actually elicit a comment. Comment. Density is something that you can help with as a marketer when you're replying to your own comments. But initiating those comments and conversation like that's something that your post job.

Sure, I did one last week. That worked quite well. Maybe it would be cool if you test this. So I'm gonna give you a post idea AJ.

How did it do it?

Well, probably not as good as yours, actually. So it's just one line post and I'll link to this below guys in five words or less.

What advice would you give someone starting a B2B marketing team?

So you could obviously adapt that for LinkedIn as right?

Oh, yeah, 75 comments. But what I'm actually doing that is I'm a restricting comment density and I, with that five word thing probably increasing number of comments because it's like lower bar to entry to comment. But we're not going to get dense comments. You could then reply to all of those and ask a deeper question.

And I think you could build that comment density pretty naturally, but yeah, even just leaving it open ended.

Like, what advice would you give versus what?

Five words would you give?

I think that could help. Quite a bit. Nice loving it.

OK, cool. So comments, comments, comments is what I'm hearing.

Yeah, I think when it comes down to organic on LinkedIn, comments are OK, So you're posting Pretty.

Is it daily?

Yeah.

Yeah, usually daily, every once in a while. Skip a day, but got it.

And are you like, producing all the content yourself?

Me and my head of marketing do so I I wish I could claim it all myself, but I'm far too busy to keep that up. If you look back before I brought my head of marketing on, I would have, like one, maybe two posts a week.

So, yeah, I've got to give credit to him where credit is due.

Of course, definitely.

All right, so I think that's organic. Unless there's any other little gems that we're missing, I think lending credibility to your company's page from your personal I think that's going to be really important. Moving forward for teams. The challenge, like we talked about earlier. It's a lot easier to have your personal content go viral and reach a lot of people than it is to have a company page do it.

So any chance that you have as a person to point people towards your company page sometimes we will straight up a link to a company page post reha it with some comments from me on This is why what the company is sharing is important and then doing the reverse.

It doesn't matter as much, but using your company pages posts to highlight people on the team and the founder and content that followers of the page should be aware of. I think that's a big one. Moving forward Makes total Sense. I heard rumours about you can help me out here about LinkedIn allowing people to boost posts from personal pages.

Is this true?

Yes, it is, and it's in beta. Right now. There's only 30 advertisers who have access to it, So I've come across a you. I know that the CEO of T-mobile posted something out with it. This is actually one of the features I'm most excited about because from an ads perspective, I've always felt like our hands were tied. We can only promote company page posts.

And when a company page post comes across someone's feed, the natural reaction is, Oh, this is a company that they don't know that I exist. They don't care that I comment. I'm just gonna keep moving. But a person, when you reply to them and you can have this conversation, that's a lot more attractive. So when we go to advertise, we're stuck promoting the crappiest post.

And so when LinkedIn announced this, they actually announced it back in November at their big meeting was called B to believe. I got to be there in San Francisco at it, and I just I cheered because I was so excited about this ability. And in fact, as soon as we get access to it, this comment gating post.

That's the first one that I'm gonna promote because while we reached a lot of people, this post had over 100 and 50,000 views. It was my most viral post ever. That's great, but it's still made up of people who are like the connections of my connections, which I don't know who they are. I don't know how connected to LinkedIn ads. They are.

Imagine if I can then promote that post and specify its heads of marketing at large B2B companies in the tech sector. Now that the comment gating comments that come in, they're all from our exact ideal target audience from companies that we know are large enough to afford budgets for LinkedIn ads. So I'll be the first one in line to use this complete game changer.

Any timeline on when they're gonna be rolling that out?

Usually, LinkedIn's Betas last between, like, 3 to 6 months, so I wouldn't be too surprised, especially because this is one that requires a lot of permission on the back end for LinkedIn. So I wouldn't be surprised if this is a feature that we don't have later on in the year. But I don't know the earlier the better. I I'm hoping I'm the first one that it rolls out to outside the beta. Got it.

All right. So they hit the ninth transition into paid. So my question here, the first question on paid is what is really killing it right now for paid B2B LinkedIn, and that's a really solid question.

Uh, What?

I wish I had a better answer to let me hit it with a challenge first before answering it. The biggest challenge that I think we've seen in B2B and I Tom, I'd actually love to hear your thoughts on this, too, is that for years and years, myself included B2B felt like Let's just gate content and follow up on those leads from our sales team.

And it's become increasingly clear over the last couple of years that getting someone from M Q L to SQL from a content gated post to getting them on the phone with the sales rep is really difficult. I don't know if it never worked. Or maybe it's just like the user behaviour has changed over time.

But we've realised that there's so much more that we need to do towards the beginning of the process. LinkedIn has this objective called brand awareness, and I would I definitely suggest don't use that objective because it's garbage.

Uh, all the other objectives work better, but we really do need like outside of the objective called brand awareness. We really do need to build this brand awareness, to get people to know, like and trust our brand before we ever ask them to hop on the phone to the sales rep. Got it.

And you're saying that LinkedIn ads is a good way to do that because you can pay to ensure your posts are being seen by the specific people that you know could be buyers.

Yeah, I think that's the real magic behind LinkedIn. Because I'm not a LinkedIn ads fan. I'm a fan of the results of targeting exactly the right people with the right message and what that can do for a company. It just so happens that LinkedIn ads is the only platform on the planet that lets us reach exactly the right people at scale.

So even though LinkedIn started out with a really crappy retargeting product where we couldn't count on our retargeting, getting enough people in the audience and showing enough just the simple fact of Hey, I've been targeting our ideal client profile six months, a year, year and a half with helpful, useful content that they're going to like that makes them want to trust our brand, even if I don't use retargeting.

So now their retargeting has gotten better. Now they have this ability to retarget based on interactions that actually happen on LinkedIn. So now we're showing ads to people like, Hey, because you watched at least 75% of this video ad. Now we're gonna show you the next one in the sequence or because you visited our company page. Now we're gonna show you a certain sequence of ads that this has all gotten better.

And I'm really excited about this ability now to better follow up with people. Got it. So we're gonna be producing information with us written text or video that's gonna see educate our ideal buyers about the problem that our product service solves. So we can ideally add value to their lives, even if they don't come and buy our thing.

And then am I on the right tracks?

Yeah. I think you're exactly right. Yeah. Make sure that you are in front of the right people providing value so that when they do feel the pain, you're the first one they think of for sure. And then what you're saying of the other dimension here is that as people consume that content or they take other actions. You can then change the information that we're feeding them on that journey. Exactly. Cool.

Can we try and give an example?

Like if I picked up a I feel free to use a real example from that you've worked on or even your own company. Or we could pick a one like a sales software company that specifically like I've got. We have a client here that they just sell software that helps calculate compensation for sales reps. And so I assume what, and feel free to intro me and explain how you would do this.

But we're gonna be showing information to I assume it's like the sales office manager about how they need to how important it is to get the comp right for their reps, and then we're gonna take them on journey.

Is that about right?

Yeah, I think so. And you're starting from a position where you already know the ideal target audience for this. Like you already know that this is sales ops people.

I think a lot of people maybe are responsible for a product, But you don't quite know who it is who feels the pain point that you solve So you might start by targeting all people who are, let's say, manager or above in sales at certain types of companies.

And as you're looking through your reporting as things come back, you might see that this job title of ops manager pops to the top of like, Oh, we're advertising to all of these sales titles. But 30% of our leads are coming in with ops Manager as a title. Maybe we should focus more on that. So you're actually in a really privileged position already knowing who this audience is.

But I think you start with the assumption of like, we know we need to build no like and trust with this audience to know you have to know what the A company exists and what it is they do.

So I think the first layer would be starting out by showing ads, ideally, video because I think you can communicate so much more emotion in video but video helping them to get to know your company and what you're solving with no real call to action other than like, Hey, if you want to learn more, come check out the website.

Then you get into the like phase where you're starting to offer them solutions, offer them information that helps them solve some of those biggest pain points that they feel at work. You don't have to be suggesting your product at all at this point, but just letting them know like there are solutions to your problems. Here are some of the manual ways that you can do it.

Oh, and by the way, there are software solutions that can help you do this, Uh, even easier. I really like this aspect to it because it's totally possible for the company that you're talking about to tell people like, Hey, this is how you can design a comp plan or this is one type of comp structure that works for sales teams and they could give it all out.

But I still think they would get customers from it because customers would still say, OK, yeah, I I could probably implement that, But this software is gonna help us do it so much better. I'm covered in case something goes wrong, because you screw up your comp plan for your sales team, and all of a sudden you lose your sales staff.

So I think in this case, even giving away the farm to showing them how the sausage is made could actually still be really good for the company.

Got OK?

No, like can trust. And it seems like a big trust thing is gonna be us actually explaining to them. This is how you run compensation, maybe manually.

Oh, yeah. I think that could be great. And then the other things that I would add into trust. Now you're actually starting to let them know like, hey, here are other people who have experienced the pain point you are, and this is how we've helped them solve it.

So now you're showing ads with case studies and testimonials other things that help them realise that you really are the best at helping them solve this problem.

Yeah, and it's like and I totally understand it. Now you're saying it. It's really just like classic content marketing. But then you're pumping that content through this platform that allows you to guarantee the distribution of the information. That's exactly right. The same process is always applied in marketing.

It's just Yeah, you could buy a billboard on the side of the road explaining what your software does and hope that of the million people who drive by, five or 10 of them are going to be s managers for sales companies, and you might still reach them. It might be a worthwhile return on your investment, but you think about LinkedIn.

Yeah, we're paying a lot per click, but we're reaching only the exact right people that we've defined. That's why the r O.

I works, even though the average cost per click on LinkedIn is, like 8 $16 per click.

Have you heard about these LinkedIn ads?

We're currently running them where?

You know, the text ads. Top right corner.

You can, like, set them up and then not get any clicks. So you get really cheap impressions.

Have you heard about these?

Oh, yeah. Yeah. I'm a huge proponent of this.

Do you have the running for your business?

We do. Yeah. Every time that we have have budget and attention for it. I love to run text ads alongside any sort of sponsored content we're doing. We actually ran a study on this a few years back, and we found that just running sponsored content. We'd get this level of engagement as soon as we had text ads running with just our logo flashing on the screen over and over and over.

The lift of our click through rate went up by 13%. So and they cost next to nothing.

I mean, like you said, they're free. Essentially, you can bid all the way down to $2 per click, and they have a 20.25% click through rate on average. So that means 2.5 clicks out of every 10,000 times. These are show. It's a lot of attention for very little outlay on your part, for sure. I think we're in nearly 250,000 impressions, and it's just still below $50.

Yeah, so, yeah, I assume, like as more people clock onto this, I don't know, maybe the cost would go up. I don't know. You're holding the bids, so maybe they'll somehow make it more expensive.

What do you think?

Well, they do share inventory with LinkedIn's dynamic ads right now, So as dynamic ads get more popular, it actually steals inventory from text ads, so I wouldn't be too terribly surprised if in the future. We actually lost this ad format altogether because it's not very performant, according to LinkedIn. But like we've talked about, it's actually really, really good for your branding and awareness.

LinkedIn had a glitch a couple months ago where all of a sudden we lost a bunch of features and it left us wondering.

Did we lose the feature because LinkedIn is gonna be taking it away in the future?

Or was this actually just a glitch?

And LinkedIn said it was just a glitch. But one of the features we lost was the ability to create text ads. And I've always wondered ever since, like, Oh, maybe this is an ad format that LinkedIn has on the chopping block, so certainly take advantage of it while you've got it.

Just in case I can tell you really love you really love LinkedIn, don't you?

Yeah. And like I said, like if any other platform could do what LinkedIn ads could do at scale, I'd be a fan of that, too, Like I'm not a LinkedIn Homer, but definitely like this is the stuff that gets me fired up. And so in terms of your day to day in the business because of CEO C found a CE a right. Yeah.

Are you like, spending your time like investigating LinkedIn to tweet new ad processes to implement for the client?

So you're working with clients?

So what's the day to day role over time?

So I started the company just over 8.5 years ago. When I first started, I was not a good sales guy. I'm still not. I'm terrible as a CFO and an accountant like, there were just all these things I was bad at, but I what I always was good at was just creating content and partnering.

Coming on shows like this like being able to be again on your show like that takes time and attention. And those are some of the things that I just love. They feed me. So over time I've given up areas of my business like I gave sales to my head of sales.

I gave the actual creation of our marketing content to my marketing guy, and what that's done is it's freed me up to like the comment gated post and the case study that came afterwards Like I wrote that I wrote the Advanced Guide. I still get pulled in when we're working on deals for very large, like enterprise level clients.

I'm still able to hop in and help in the sales process, but I've given away all the stuff that greats at my soul like sales that I don't really want to do makes total sense. And what I find also is that in the content creation process, you also do learn more about the industry, right, because you have to go out.

For example, the thing today that you shared, you have to go out and find these things to bring to your audience. And so that helps you tweak and improve your skill set, which I show you implement to your clients.

Oh, exactly. And sorry. I did forget to mention that one of my mentors kind of growing up in digital marketing is a man by the name of Larry Kim. You may already know I went to a lot of conferences that he spoke at.

He was this keynoter and one of his years, key notes that he spoke about was Twitter ads, and I've never spent more than probably a $5000 on Twitter ads, and I don't know much about them. But what he shared was totally life changing for me.

He shared all these hacks of how he would get news newsworthy content in front of journalists using Twitter ads and how he would replicate the same strategies on Facebook.

And so, seeing things like that, I went, Wow, that's the position I want. So I would say probably a quarter of my time is spent actually testing things in LinkedIn ads to find out it's the R and D role to find out what we can actually push out to our clients and have them be more successful, too.

If you just run the same strategy over and over, you become a one trick pony and kind of an echo chamber. And when things stop working, then you kind of lose it. You don't want to lose your clients and have them not get results. If that's such a high, I've realised this as well.

It's such a high level use of your time, right, because if you find one thing that works, you can implement that over all your clients and that can add like, significant value to the world. So love that AJ I filled up this show because I love bringing on people that are like super passionate. And I dare I say nerdy, uh, about specific things. And so you obviously are linked in.

And we've dropped, like a lot of gems here that I'm really happy with. But I do also like the point that you made. If you're not loyal to LinkedIn, you're loyal to the platform that enables you to produce and distribute marketing material that works.

Is is that accurate?

I think so. If we approach any sort of platform as a solution to a problem that our clients have or that marketers have, if another platform comes across around that will add to our abilities to target people in B2B, then I'm all ears. I love it. So I do think we should all be less platform loyal and more solution loyal and there we go Go guys. So we love LinkedIn.

It's great, but also it's not great, and we need to be aware that it's just a to do.

Hey J, thank you so much. We're gonna link below to the business. We're gonna link below to the podcast. We'll link below to the LinkedIn post.

Anything else we should link to?

I don't think so. I think that's the big stuff. I just appreciate you bringing me on and sharing all the goods. My pleasure. Thank you so much.

Right, Team. As I mentioned, I love bringing people on that. Just geek out on B2B marketing stuff. And AJ clearly was one of those types of people for LinkedIn as and LinkedIn organic. So shout out to AJ All the links below will be in the show notes If you want to check that out.

If you have any feedback about the show, please go to Apple podcast, leave a rating and review. Send a screenshot of that to me via email or on LinkedIn and I will definitely get you a shout out on the show in the out of an episode. Massive shout out, of course, to sa massive shout out to our sponsor, Hokey Stack. Thank you so much for listening.

Yeah,

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