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how to BEAT the new LinkedIn algorithm in 16 minutes — Transcript

by Matt Gray · 3,259 words · 478 segments · language en · Watch on YouTube

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0:00LinkedIn is one of the most
0:01underestimated platforms there are out
0:03there. In the last 3 years, I've grown
0:06my presence to over 846,000
0:09followers in just 36 months. All without
0:12spending a scent on ads. [music] I was
0:14going collaborating with my team and we
0:16thought that we should go and put
0:17together a deck of 80 slides that go and
0:19detail out that entire strategy, the
0:21playbook, all the different tactics and
0:24systems we use so you could go and hand
0:26this off to your team to grow [music]
0:28your presence. Let's get into it. So, my
0:31LinkedIn drives over 59 million organic
0:33views every single month without
0:35spending a dime on ads. Here you can
0:38see, [music] you know, I was ranked by
0:40Taplio, a third party platform, as the
0:43fastest growing creator on LinkedIn just
0:46last year. And so, what I want to show
0:48you here is the process behind those
0:50846,000 followers. because there is an
0:53intricate and detailed process for
0:56scaling this big this fast. And so some
0:59quick stats for you here. I've grown at
1:02upwards of 102,000 followers per month.
1:05Now have over 846,000 followers, but it
1:08did take me 36 months to get to this
1:10point. So [music]
1:11this didn't happen overnight. In
1:13addition to that, it drives over 59
1:15million organic views every month.
1:17Again, without spending a dime on ads.
1:20And so what I want to share with you
1:22here in this video is how I've gone and
1:24created viral content that [music]
1:26actually converts to my portfolio of
1:28online businesses because we're not just
1:30looking to grow a bunch of followers
1:32here. We want to actually make dollars.
1:34Now, I'm also going to show you how to
1:36build a profitable personal brand using
1:39some core strategies that I see most
1:41people miss on LinkedIn. In [music]
1:42addition to that, I'm going to show you
1:44how to go and get high quality leads
1:47from creating the right kind of content
1:49and setting up your profile the right
1:51way. And then lastly, [music]
1:52how to go and scale your business using
1:55LinkedIn. I've gone and created a deck
1:57with all the core aspects I'm showing
1:58you right now. So, you can go and fill
2:00this out and indicate all the core
2:02aspects you need to get in place to
2:04scale your LinkedIn presence. You can go
2:06and get that deck and all the templates
2:08via the link in the description. This is
2:10what I see most people getting wrong
2:12when they look to scale on LinkedIn.
2:14They just start posting random content
2:17all the time without any [music]
2:19core system behind what they're doing.
2:21They're using it almost like a resume
2:23instead of really approaching LinkedIn
2:25as if it's a really powerful sales
2:27engine. They don't actually get any
2:30engagement on their content, which
2:32doesn't allow them to hijack the
2:34LinkedIn algorithm the way that you can
2:36and should if you're looking to really
2:38scale on the platform. And they have no
2:40clear conversion strategy because
2:42they're just focusing all day, every day
2:45on just a bunch of vanity metrics and
2:48not what actually matters. What you want
2:50to be doing instead are really three
2:53things. And these are the three parts to
2:55your LinkedIn domination. Number one, a
2:58profitable profile. Making sure you're
3:00setting it up right so you're converting
3:01all of that attention you get to your
3:04product or your service. The next piece
3:06is then having an engagement machine.
3:09Your content on LinkedIn won't go
3:10anywhere if it's not driving real
3:13engagement. Things like [music] reposts,
3:15which are the ultimate metric that trick
3:17the LinkedIn algorithm into pushing your
3:20content to more and more people's news
3:22feeds. In addition to that, you need to
3:24have the right content system in place
3:25because the last thing that you want is
3:27to just be spinning your tires day after
3:30day and end up on some content treadmill
3:33where you know, fast forward a year,
3:35you're just bound to give up because
3:37you're just putting a lot of effort in
3:39and seeing very little results. Step one
3:41here, your profitable profile. Here you
3:44can see my profile and we're going to
3:45break down some [music] of the key
3:47aspects here that allow me to go and
3:49convert so many visitors of my profile
3:52to followers. The key thing there is as
3:54you convert them to followers, you have
3:55people following you now for the next 2
3:573 years [music] and it's only inevitable
3:59at some point there are going to convert
4:02and so first things first you need
4:04things looking clean, right? So a nice
4:06clean [music] cover photo that instantly
4:09captures someone's attention. From
4:11there, I have a oneliner. In my case,
4:13systems I use to grow faster. Now,
4:16[music] it's memorable, number one, and
4:18number two, it's embedding the word
4:20systems into the visitor's mind. So,
4:22when [music] they think systems, they
4:24think of me. You see this very much
4:26popularized across the internet, whether
4:28it's stoicism and Ryan Holiday,
4:30productivity and Ali Abdal, habits and
4:33James Clear, right? What word do you
4:36want to own in the mind of your end
4:38customer? [music]
4:39that should likely be in your oneliner.
4:42Now, from there, also having a clear
4:44value prop. In my case, proven systems
4:46to grow a profitable audience with
4:48organic content. So, your LinkedIn
4:50profile, right, it's very much your
4:52storefront these days. [music] You know,
4:54it's packed with people that are doing
4:56real things, you know, people looking to
4:58do business and looking to connect with
5:00others. And the truth is that storefront
5:02never [music] closes. And so, here's how
5:05I updated my profile. First off,
5:07compelling banner. You got a clear call
5:09to action, right? I actually have
5:11multiple on my profile. If you see
5:14things like my featured section, you see
5:16the cover photo. You even see the links
5:18that I put inside of the posts and the
5:20CTAs in each post I put out. I have the
5:23valuedriven headline. So, within seconds
5:25of hitting my profile, people know
5:27exactly what I do and why they should
5:30follow me. In addition to that, we have
5:31a strategic featured [music] section
5:33that goes and drives people to my
5:34newsletter as well as to Founder OS. So
5:37[music] they can either join the only
5:39newsletter that's built for helping
5:41people with their personal brands or
5:43they can go and join Founder OS where I
5:45help founders with proven systems build
5:47their founder brand and remove
5:49themselves from operations. So LinkedIn
5:51really rewards posts with valued dense
5:54images. [music]
5:55The image essentially is the algorithm
5:58juice that's going to go and push it to
5:59more and more people. It essentially
6:01acts almost like a YouTube thumbnail for
6:04your given post. And so here you can see
6:06this image caused this particular post
6:08on LinkedIn to get over 24 million
6:11organic views without spending a dime on
6:13ads. I went and simply visualized and
6:16handwrote all of the pieces from the
6:19main post into this image so that it was
6:21highly sharable. Man, [music] I even had
6:23folks going and telling me that they
6:24went and printed this off afterwards.
6:26That's how valuable they found it. And
6:28so there are four [music] types of posts
6:30that I've primarily used to go and grow
6:32my following on LinkedIn. Number one is
6:35behindthe-scenes content, [music] right?
6:37Using words like I, I've, when, or if,
6:40and describing [music] some real stories
6:42from my background of building
6:43businesses for the last 15 years, the
6:46trials, tribulations, peaks, values,
6:48obstacles, challenges, wins, and
6:50everything in between. When you actually
6:52share your own story, right, you get
6:54past all the pathy, cringe on
6:56LinkedIn and just share the stuff that's
6:58actually true to you. And it also helps
7:00people know that there's not just some
7:01AI behind what you're writing. The
7:03second aspect again is valuep packed
7:05images which we just spoke about. The
7:07third is deep work systems. So I like to
7:09go deep into the what [music] and the
7:12how I do things. So I'm not just simply
7:15putting out highle stuff. I know that
7:17people are going and following me
7:18because they want to see the details.
7:20They want to know exactly how I do what
7:22I do. And so it's exactly what I give
7:24them. Fourth is personal stories.
7:26[music] Right? We all have a unique
7:28background. You have a unique story. in
7:31your story is your competitive
7:33advantage. And so opening up around the
7:35kind of things you've been through, you
7:37know, what you learned last year, um
7:39your challenges, the different
7:41approaches you take to things like
7:42hiring and firing and selling and
7:45marketing, right? It's those personal
7:47stories that give it that personal touch
7:49and again get you out of the cringe area
7:52of LinkedIn. So the next aspect here,
7:55right, is your call to actions or your
7:57CTAs. What's the science behind what's
8:00going on in this CTA? Well, first off,
8:02we're prompting people to go and repost
8:04it to their network. A repost on
8:06LinkedIn is one of the leading
8:08indicators of LinkedIn that they should
8:10push your post to more people. So,
8:12[music]
8:13reposts lead to way more views. So, the
8:16next aspect here is I'm getting people
8:17to go and follow [music] me. So, they go
8:19and click my name, follow me, and good
8:21to go. But you got to actually prompt
8:23people to do that if you want to
8:24generate a lot of followers. And then
8:27the next aspect is something that most
8:29people miss. [music] So the question
8:30that I use there will go and relate to
8:33whatever the post is that I'm sharing.
8:35So as an example, if it's a post around
8:37deep work, I may go and have a CTA that
8:40says, "Want my deepwork checklist?"
8:42[music]
8:43Or, you know, if it's on my top 10 tools
8:46to capitalize [music] on the AI wave, I
8:49may say, you know, want my complete 56
8:51tool [music] list, you know, join my
8:53newsletter, get it. So, the lead magnet
8:56or the thing that I'm offering to give
8:57away is tightly [music] coupled with the
8:59subject matter of the post it appears
9:01in. This is super critical if you want
9:03to increase [music] your click-through
9:05rate and the amount of leads you acquire
9:08from the platform. [music] Here's how I
9:09drive my newsletter signups. Here you
9:11can see, you know, my newsletter landing
9:13page. There is no place for people to
9:16navigate, right? We have no header. It's
9:18just [music] simply build trust, share
9:20your expertise, and stay visible. People
9:22can then go and get this framework. And
9:24when they enter in their name, their
9:26email, and their phone number, they go
9:28and they get [music] this lead magnet
9:30for free. And so when I'm going and
9:33creating any given [music] post on
9:34LinkedIn, it really comes down to your
9:36first three lines. Okay? If you can't
9:39stop the scroll in those three lines,
9:41you've lost them. And so, what do you
9:43got to do to keep [music] people's
9:45attention? Well, number one, you have to
9:46create curiosity. And so, here you can
9:49see I just read about a study I can't
9:51stop thinking about, right? It instantly
9:53hooks me and gets me insanely curious.
9:55[music] What's the study? The next line
9:57then drives action. Right? Introverts
10:00are more effective leaders according to
10:02Harvard. [music] So I'm using data. I'm
10:04also using identity to go and call out a
10:07specific subset of people instantly
10:08getting a reaction. The next aspect then
10:11is I promise immediate value. So
10:14conventional wisdom says extroverts make
10:16the best leaders. They are [music]
10:17decisive, outgoing and dominant. And so
10:21instantly people are probably going to
10:22agree or disagree with this statement.
10:24[music] And the other thing that's going
10:25on is that we all either are introverts
10:28or extroverts and we have other
10:29introverted or extroverted friends.
10:30[music] So this topic is highly sharable
10:34and contagious. Now there are nine other
10:36elements, okay, of viral content that
10:38I've noticed that I want to share with
10:40you so you can also go and blow up your
10:42LinkedIn. [music] So number one,
10:44personal stories, right? Open up. Get
10:46real with the sort of advice that you'd
10:48love to have given yourself. 5 years
10:50ago. What have you learned? What have
10:52you been through? What are the crucibles
10:53of leadership that you've learned that
10:55you want to share now? Open up. Right?
10:57Your vulnerability is your superpower.
10:59The next is your proven systems. Right?
11:01When you look at your company or when
11:02you look at your life, what are the
11:04principles, the habits, the [music]
11:06systems, blueprints, you know,
11:08everything that you've learned that you
11:09think would be valuable to a large group
11:11of people on LinkedIn. The third is
11:15valuebombing people, which I think of it
11:16as like your value per second. You know,
11:19if someone's spending 2 minutes on one
11:21of your LinkedIn posts, how much value
11:23are you giving them? And are those
11:25people [snorts] so enthralled, so
11:27inspired that they can't help but go and
11:29share it with their colleagues or go and
11:31share it with their team in Slack? That
11:33should be your goal. [music] Fourth is
11:35you want to keep it tasteful. We both
11:37know LinkedIn is probably one of the
11:39cringiest platforms there are out there.
11:40And so when you have taste, it really
11:43can be your competitive advantage, your
11:44way to stand out. That's why I'm
11:46constantly going and putting a lot of
11:48effort into things like my cover photo,
11:50the images I'm sharing. I'll even have
11:52designers on my team put really
11:53beautiful graphics together. [music] So,
11:55we're inspiring people with our elevated
11:57design and our obsession around quality.
12:00Then, like I'd mentioned, there are four
12:02powerful words you can use, which are
12:04when, what, I, [music] I, and how. Well,
12:07those are five, but you get it. The
12:09point just being going deep in the value
12:12you're trying to give away, right? when
12:13you use words like you know [music] when
12:15I was 15 something something happened
12:18you know what I've learned or I or I've
12:21or how I accomplished something
12:22something right these words when used in
12:25your hooks are [music] great ways to go
12:27and formulate content that's going to be
12:29uniquely valuable on the platform and
12:31[music] helps you stand out versus 99%
12:33of other accounts every 30 days I review
12:36my content and all other high performing
12:39content on the platform and then really
12:40formulate my own strategy for LinkedIn
12:42Okay, my goal is to be the strongest and
12:45[music] best creator on the platform.
12:46So, it takes studying the patterns of my
12:48top 10% of content and doubling down on
12:51it as well as looking across all other
12:54players on the platform, looking at
12:55[music] what formats, what copywriting
12:57is working best, and being a student of
12:59the game. you know, it's really about
13:01learning from the best of the best, even
13:03being mentored by them, having them in
13:05WhatsApp groups and ask them questions,
13:08formulating kind of this mastermind
13:10around other LinkedIn creators that are
13:11also growing fast so that I could do the
13:13same. And so from there, a big thing as
13:17well that I've talked about [music] is
13:19making sure you have your engagement
13:20machine set up. You need to make sure
13:22that within 45 minutes of a post going
13:25live, you have [music] 30 plus people
13:27that are engaging with that post, right?
13:29So, I have about 25 folks that are
13:31engaging with my content within just
13:34about 30 minutes of it going out, which
13:36helps it then get pushed to more and
13:38more people in the algorithm. [music]
13:39Now, one way to do this, right, is to
13:41make sure that you keep creating content
13:43for a certain subset of people. For my
13:45page, as an example, it's founders
13:47looking to scale with peaceful, calm
13:50systems and that have aspirations to
13:52eventually remove themselves from the
13:54operations of their business. And so I
13:56just keep on hitting the drum beat of
13:58what matters to these people. They want
14:00organic content systems, you know, they
14:02want revenue [music] systems. They want
14:04to be able to remove themselves from
14:06their companies. And I just keep talking
14:07about this sort of cloud of concepts. So
14:11you want to think about not just the
14:12word that you're engrading in someone's
14:13mind, but who are you looking to target
14:16[music] and what are the content
14:17categories you're going to go and focus
14:18on most. So, when it comes to my
14:20LinkedIn growth checklist, okay,
14:22updating your banner with a clear CTA,
14:24no-brainer, crafting a valuedriven
14:27headline, adding [music] two featured
14:29pieces of content to your featured
14:30section, having followed 20 relevant
14:33creators, and setting up off-platform
14:35relationships where they're supporting
14:36your content in the background. While
14:38many think LinkedIn is just a single
14:40player game, I can tell you from
14:41experience having grown to 846,000
14:44followers, that it's very much a
14:45multiplayer game and it's useful to have
14:47a community around you. From there, you
14:49want to make sure you have many people,
14:51ideally 30 plus, engaging with your
14:53content in the first 45 minutes. Track
14:56your top post, the subject matter, the
14:58words, the hooks, and double down on
15:00what works. In addition to that, you
15:03want to make sure that you're reviewing
15:05your analytics every single month,
15:07right? And looking at the patterns,
15:09what's [music] going well, what's not
15:10going well, so you can keep on learning,
15:13right? If you put 100 posts out there,
15:15[music] and with each post you get 10%
15:18better each time, that's over 18,000
15:21times better by the 100th post you put
15:24out. So, it's really that dedication to
15:27constant [music] improvement. Even if
15:28you get started on LinkedIn and you're
15:30not doing that well or you're not
15:31getting that much traction, focus on the
15:34velocity at which you're learning and
15:35improving because that is the leading
15:37indicator to you growing on the
15:40platform. Post your first piece. If
15:42you're watching this and you're not, you
15:43know, following [music] the guidelines
15:45of valued post with an amazing image,
15:47awesome CTA with engagement on it, well,
15:51it's time to get [music] implementing
15:53your first post with those criteria. You
15:55want to then go and share your profile
15:57below. I'd love to go and check it out
15:58via the comments. So, if you want to go
16:00check that out, I'll be doing some
16:01different audits of people's posts,
16:02[music] posting some Loom video
16:04breakdowns as well. And then if you want
16:06my help and my team's help going and
16:09helping you with your LinkedIn, you can
16:11go and apply to Founder OS via the link
16:13in the description. In addition to that,
16:15you know, if you're looking for more
16:16systems to scale across all the
16:18different platforms, well, you should
16:20also go and subscribe to this channel.
16:22So, are you ready to go and see my
16:24complete system so you can take
16:25advantage of LinkedIn and all the
16:27platform has to offer? Well, you should
16:29go and check out Founder S where I share
16:31my complete playbook for going and
16:33tapping into the fullest potential that
16:36LinkedIn has to offer. It [music] has
16:37templates, SOPs, communities, support,
16:40mentorship for me and my team. So, go
16:42and check that out via the link in the
16:44description and let's continue to win

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