“Taking That Knowledge From Your Head And Sharing It Will Improve Engagement, Lead And Sales Generation, And Build Your Reputation As A Subject Matter Expert”
In today’s digital landscape, mastering the art of lead generation and establishing oneself as a subject matter expert on LinkedIn can significantly amplify your professional influence. This guide is your roadmap to leveraging AI and strategic insights to not only generate leads but also to expand your expertise.
The Journey to Mastery: A 10-Step Strategic Guide
Step 1: Understanding Your ‘Why’ and Defining Your Goals
Begin by introspecting the core of your professional pursuits. Evaluate your website’s immediate impact and scrutinise the SEO elements that introduce your mission to the world. The aim is to clearly articulate your mission, vision, and the unique value you offer. To do this, start by asking yourself these questions:
Why Do You Do What You Do?
What’s On Your Home Page?
What are your Seo Page Title And Meta Descriptions?
What Are The Gives And Gets Of Your Product And Services?
How credible are your Case Studies And Testimonials?
Step 2: Identifying Your Target Audience
Dive into the world of LinkedIn Sales Navigator and similar tools to meticulously identify your target audience. From company size to job titles and beyond, understanding who you’re speaking to is crucial for tailored messaging.
There are many filters to take into consideration when using Linkedin sales navigator to find your target audience, such as:
Relevant Leads (People) Filters
Years In Current Company
Relevant Account (Organisations)
Company Headcount Growth
Department Headcount Growth
The Octopus CRM tool for Google Chrome helps you connect with more people on LinkedIn. It lets you send up to 100 requests to connect each week and up to 197 personal messages a day,imitating human behaviour to make it feel like a real person is sending them. This makes it easier and quicker to find and talk to the right people for your career or business. With Octopus CRM, you can grow your network and reach your goals more efficiently.
Step 3: Competitive Analysis and Business Insight
Gaining an edge in your industry requires a deep dive into analysing not only your own business landscape but also that of your competitors. By thoroughly understanding the nuances of your market, including trends, customer behaviours, and emerging technologies, you can identify unique opportunities and potential gaps in your strategy.
To ensure you’re seeing unbiased search results, it’s a good idea to use Google’s Incognito Mode. This way, you’re seeing what everyone else sees without your personal history influencing the results. Also, think about what I call the “Big Bing Theory” — targeting those who are educated, affluent, and employed, as they often make valuable connections.
Don’t forget to check LinkedIn regularly to keep up with your network and industry news. Use tools like Brandwatch Audiences to really hone in on and connect with the right people. It helps boost your social media return on investment by finding the exact audience that matters to your business. Additionally, consider using Traackr, a complete influencer marketing software, to identify and collaborate with influencers who can amplify your brand’s message to a wider audience.
Step 4: Keyword Research and Content Planning
To improve your website’s SEO, organise your content into topic clusters with main pages and related subpages. Use tools like Google Trends and Keyword Planner to find popular topics, and Answer The Public and SEMRush to see what people are asking about. Personalise your content using Chat GPT for unique insights, and organise your work with Google Docs or Sheets. This strategy helps make your site more visible and attractive to both search engines and readers.
Step 5: Crafting and Structuring Engaging Content
When creating content, think about crafting a smooth journey for your readers. Aim for in-depth, long-form pieces — around 1,000 words structured like a conversation with questions and answers. Focus on clear, SEO-friendly titles and descriptions, and organise with headings and images. Remember to link to relevant resources and give an estimated reading time. Consistency in posting, like every Tuesday or Sunday, keeps your audience engaged. Check your content’s performance with tools like Google Pagespeed Insights and ensure it’s recognized on platforms like Google Search Console and Bing Webmaster Tools. Engage your readers with a clear call to action and strive to make every piece informative and compelling.
Step 6: Setting Up Tracking and Analytics
Implement tracking tools to monitor your content’s performance. Understanding analytics is key to refining your strategy and ensuring your efforts yield the desired results.
To effectively track your online performance, begin by setting up a GA4 Report for in-depth website analytics. Next, integrate LinkedIn Tracking and Conversion Pixels to keep tabs on your LinkedIn engagements and conversions. Use Quintly to benchmark your performance against industry norms, offering valuable insights. Then, create a dedicated LinkedIn KPI Dashboard to monitor and visualise your key metrics. Your final deliverable will be a comprehensive Performance KPI Dashboard, providing a real-time snapshot of your strategy’s success and guiding your future decisions.
Step 7: Publishing and Promoting Your Content
When it’s time to publish:
Post on Your Website Blog: Begin by sharing your full content on your blog, ensuring it’s the first place your audience can find complete information.
Share on LinkedIn with a Call to Action: Then, craft a concise and engaging excerpt (up to 210 characters) of your post and share it on your LinkedIn company page. Accompany this snippet with a compelling call to action to draw readers to your blog.
Timed Publication: Organise your content calendar by drafting and scheduling your posts to go live in the future. This helps maintain a consistent and predictable content flow. Implement ‘production days’ to streamline and organise this process.
Internal Notification: Lastly, encourage your team’s involvement by sending a notification asking them to interact with the LinkedIn post. Their likes, comments, and shares will help extend your content’s reach and engagement, a technique often referred to as ‘piggyback comments’. This internal support can significantly amplify your content’s visibility and impact.
Step 8: Engaging Your Network
To share with your existing network, simply copy your blog post from your website and paste it as an article on your LinkedIn personal profile; this won’t create duplicate content issues with Google. By doing this, your goal is to enhance your credibility as a subject matter expert among your connections. This strategy not only broadens the reach of your insightful content but also reinforces your reputation and authority within your professional circle.
Step 9: Running Sponsored Promotions
To initiate a sponsored promotion on LinkedIn Campaign Manager, begin by setting up a 7-day campaign from Tuesday to Monday, allocating a budget of £10 per day to reach your specified audience. Opt for both images and videos in your content, each equipped with compelling calls to action, to discover what resonates best.
Next define your campaign’s audience using the Linkedin filters:
Location (United Kingdom)
List Upload (Template Domain, Email Domain And Location)
Lookalike (Easy 123)
Retargeting (Based On Linkedin Tracing Pixel)
Company (Growth Rate And Category)
Demographics (Age And Gender, If At All Relevant)
Name And Save The Audience :)
N.B. Untick Linkedin Audience Network As It Can Share To Really Random Places
Remember to carefully choose the objective that best aligns with your campaign’s goals to ensure optimal results. Your options include:
Brand Awareness (Reach)
Web Visits (Clicks On Landing Page)
Engagement (Including Linkedin Company Page Followers)
Video Views (Obvious)
Lead Generation (Via Linkedin Created Form)
Web Conversions (Early Stage Attribution)
Step 10: Monitoring Results and Making Adjustments
The impact of your articles and proactive strategies on your social profile, awareness, and network largely depends on how engaging and interesting they are. To understand and enhance your reach, you need to measure and evaluate several key aspects:
Search Engine Rankings:
Google and LinkedIn SERPs: Track how your content ranks on Google and LinkedIn search results.
Google SERPs Ranking: Monitor your specific ranking position on Google search pages.
LinkedIn Visibility: Check how often your content appears in LinkedIn’s people, posts, and groups sections.
Blog Performance (Using Google Analytics):
Pageviews and Engagement: Assess the number of views and how long visitors stay on your page as indicators of interest.
Bounce Rate: Understand the percentage of visitors who leave after viewing just one page.
Subscription Growth: Monitor increases in blog newsletter subscriptions or notifications.
Inbound Interaction: Track the number of calls or contact forms received, indicating direct interest.
LinkedIn Personal Profile:
Content Quantity: Count the number of articles you’ve posted.
Engagement Metrics: Measure likes, comments, and shares to gauge how interactive your audience is.
Follower Count: Keep an eye on how many people are following you for updates.
LinkedIn Company Profile:
Post Frequency: Track the number of posts shared.
Engagement: Similar to your personal profile, measure likes, comments, and shares.
Follower Growth: Monitor the increase in followers to see how your company’s reach is expanding.
LinkedIn Campaign Manager:
Click Metrics: Observe the number of clicks your sponsored content receives.
Audience Insights: Look at the job titles of the individuals clicking, to understand who you’re attracting.
Cost Efficiency: Keep track of the cost per click to evaluate the financial efficiency of your campaigns.
Regularly reviewing these metrics provides a comprehensive view of your content’s performance and audience engagement, helping you make informed decisions to refine your strategies and enhance your online presence.
Following this guide will not only improve your lead generation efforts but also enhance your reputation as a knowledgeable leader in your field. It’s about combining the power of AI with a deep understanding of your audience and continuously evolving your strategies based on real-world feedback. Embrace this journey with a mindset of growth and innovation, and watch as your influence and professional network expand.