Your Destiny is Defined by Your Relationships - How to Use LinkedIn to Your Advantage

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Welcome to today's episode.

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Today we are talking about LinkedIn strategies and AI.

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We have a great guest to help us talk through this Matt.

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Welcome to the show.

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What's up my man Eric.

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Good to meet you man and remarkable marketing podcast listeners.

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Awesome to chat with you guys.

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Why don't we start off by you sharing just a little bit about who you are and what you're doing with LinkedIn and AI today?

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Yeah, yeah for sure.

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So at my core, I'm a connector.

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I love connecting dots and making interactions for people, which is number two why I love LinkedIn so much because it's a relationship platform, right, it allows you to start conversations that matter with people that matter.

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I'm a serial entrepreneur.

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I have shiny object syndrome and love chasing squirrels.

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Serial entrepreneur I have shiny object syndrome and love chasing squirrels.

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And I'm also married, have two awesome girls, and my story for how I fell into LinkedIn comes from a little bit of personal tragedy, a little bit of some highs and lows, and I've gone through a number of different valleys.

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Eric and I've certainly climbed to the mountaintops, but life's been an adventure and, as my one friend says, your destiny is defined by your relationships.

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So I focus on helping other people make the right relationships, powered by having a strategy around LinkedIn, because that's what's changed my life as well.

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Your destiny is defined by your relationships, so choose them really well.

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I love that.

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Yeah, I love that yeah, I should also say yeah.

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So I just man, I've been like all in on LinkedIn since 2019.

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And I just finished writing a book called the LinkedIn Advantage.

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And some people might hear LinkedIn and, you know, cringe or not seem as exciting, but I'm telling you I'm so passionate about this platform and helping people use it right Because it took me from struggling single dad when I lost my daughter in a car accident 12 years ago and had to go through a major life transition in 2016.

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And I wondered for a couple of years, just wondering what was next.

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And two things I did in 2019 that radically changed my life.

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I started a podcast like this one right here and I went all in on LinkedIn.

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I just had this urge and I had to scratch that itch.

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And I'm really glad that I did, because the relationships that I formed through LinkedIn and the strategies that I uncovered with the tools just radically changed my life.

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And I could tell you many stories over the past five years of what some of those adventures have led to.

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It's very interesting.

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Fairly recently, linkedin launched this new feature where you can go in and you can export anything that you've ever done on LinkedIn, including your entire list of all your connections and the date that you connected with them, every message you sent, every post you've liked, and I downloaded that and I've been on LinkedIn for 18 years and that was a very interesting historical documentation.

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Yeah, I bet, when you look at the history of it, it's very interesting, because I've been a believer from the beginning, since 2006 or seven, I think, is when I had my first connections and I was like, wow, it's really interesting that all of that data is there and so anyone can go and do that on LinkedIn and just export everything.

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And it's a fun exercise, but we're ready to be inspired.

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Why don't you tell us a story about some of the best marketing you've done with LinkedIn?

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Yeah for sure.

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So I love, I love telling this story and it's a little bit about it's about my love life.

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So I tell people I, in a roundabout way, I met my wife through LinkedIn and you're a pretty darn good marketer If you can manage to find your spouse inadvertently through marketing that you do on LinkedIn.

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So I'll back up and tell you the story.

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2019, one of the first clients that I landed was a professional sports team here in Dallas.

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They reached out to me on LinkedIn and wanted to set up a coffee meeting.

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This person was in sales, Her name was Lauren and so I obliged, agreed to, and I was very new on LinkedIn at the time.

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I'm not an OG like you.

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2019, I was still trying to figure it out and so we met up for coffee and I could quickly tell like this person's trying to sell me and she's doing a pretty darn good job.

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But I think I'm a little bit of a better salesperson.

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So I flipped the script and I said you reached out to me on LinkedIn with a message.

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I can actually how are you doing that?

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Unpack it.

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And she said hey, we're doing it.

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I'm doing it manually, Like I just try to find people in search and I'm messaging them manually.

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And, to make a long story short, I convinced her to set up a meeting with the president of the team and me, and I wanted to pitch them on my LinkedIn services and how I could help bring efficiency and strategy to what they were doing.

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That was completely from the hip and really messy and super tedious, and so we ended up striking a partnership.

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Little did I know about, three years later, that person that I met through LinkedIn, Lauren.

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I would see her again on a dating profile.

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It wasn't hers, it was one of her best friends whose name was Nadia, and so as I was scrolling through profile as I tell the story of 397, I saw Nadia and I'm like, wow, this woman is gorgeous.

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I like everything that I see.

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We share the same values and, furthermore, I see Lauren in one of her pictures.

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I'm like I know Lauren as a previous client, and so I reached out.

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And this is where it's really fun, because my brain works in some ways Like I see the world through LinkedIn and a lot of it.

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I see the world through LinkedIn messages, and so when I saw her profile, my mind went to a LinkedIn campaign and I was like how am I going to reach out to this person in a way that builds trust, piques the interest and takes it to the next step?

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So in my first message to my now wife, I referenced Lauren.

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I said, hey, how do you know Lauren?

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Like she was a previous client, how do you know her?

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And she's actually one of my best friends and I was like perfect.

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So when you're running LinkedIn campaigns, you try to look for commonality and you look for trust, and if you can find those two things at scale and still maintain a degree of personalization, that's where you can really get move the needle and get some results on LinkedIn.

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So I applied, like my LinkedIn nerdiness in a personal context in trying to start a conversation and we hit it off.

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We went on a first date.

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It was super fun and we ended up becoming best friends, quickly proposed and we got married a couple of years ago and I've used my LinkedIn skills with my wife to do brand deals, film a docu-series all over Europe.

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We've been to 14 countries.

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I even landed an MC gig with a SaaS conference called SaaS Talk, which is one of the top two SaaS conferences in Europe.

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Thousands of people show up.

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All of this.

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My life has radically changed through LinkedIn and having a process and a really good dialed-in strategy for how we do outreach.

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So, to answer your question, that was a long way to answer One of the best marketing campaigns, if you could call it.

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That was the one that I did that ended up landing me my wife.

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It's the best kind of partnership for Indians.

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Yeah, it's the best.

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But to be a little bit more serious, one of the best campaigns that I did for one of our clients was a Mexico City basketball team In Mexico, a country that's dominated by we say soccer, they say football.

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I've done a lot with professional sports teams, and so this challenge was how do we draw bring awareness to a pro basketball team in a country that's dominated by other sports?

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And so I started working with the basketball team, put together a holistic strategy to leverage courtside tickets and I love using this part when marketing on LinkedIn.

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I love leveraging LinkedIn events.

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So we set up a LinkedIn event that was highly exclusive, the registration was on LinkedIn and we put together this VIP experience that included a couple of collaborators and sponsors.

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And then we took that LinkedIn event, put together a list of like CEOs and top executives and successful entrepreneurs in Mexico city and did a bunch of outbound, started conversations leading to meetings, and we used a little bit of scarcity, exclusivity and a VIP opportunity for them.

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And it was the case studies.

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On my LinkedIn profile it's in my featured section we actually ended up hiring a five-man film crew to film the case study.

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It was definitely overkill.

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We had way too many people, it was too high production, but it made it very fun and it was wildly successful.

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We had about 30 people that showed up and had the time of their life courtside watching a game, and so it started conversations with some big brands and sponsors and collaborators and stuff like that.

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It was great.

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That's awesome.

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So the project you're working on the LinkedIn Advantage tell me a little bit about what you've learned and what you evangelize is having an advantage on LinkedIn.

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Yeah, man, I talk to people on a very consistent basis where LinkedIn is almost an afterthought.

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It's not usually the first platform that businesses or entrepreneurs or founders or even content creators might think about going on.

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It's thank you, gary Vee, who's making it a little bit more a part of the conversation, but the focus on the book is just number one telling stories of what I've done over the past five, six years in using LinkedIn for myself and then bringing together a holistic strategy for how they can, yeah, use LinkedIn to your advantage.

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And so what I ended up doing augmented by AI, which maybe we can touch on that today but I ended up developing an assessment, called it's the LinkedIn advantage assessment, which covers 10 specific points on LinkedIn and you can categorize or rate your, your success or your involvement or activity A to E, and then, once you complete the assessment, our platform will spit out what we call the LinkedIn Power Score.

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So I couldn't believe that linkedinpowerscorecom is actually available and I know LinkedIn has their own SSI, which is the Social Selling Index.

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But I infused my experience, my processes and systems into our own assessment using the LinkedIn Advantage principle, into developing your own LinkedIn power score.

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But the easiest way to think about it is I tell people three letters to simplify what I do and what they should focus on, and that is B-C-T, brand content, traffic and, eric.

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I've done a lot of marketing campaigns, especially in my early years, where the focus was mostly on traffic and people want, and there's a lot of people today that think you can just push a button and get really good traffic that converts.

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If you don't have the first two, your traffic is not going to convert.

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So how do you take a step back, see the bigger picture and put a strategy around building a brand that clearly communicates who you are and who you're not through content that is both insightful, inspirational and clarifies trust and expertise, and then leveraging that in your outbound through outbound traffic and it's funny some people are now this is like the popular term.

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Adam Robinson calls it inbound led outbound.

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I've heard other people call it content led outbound, but the principles are still the same those three things.

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If your traffic is not converting, you're not growing the way you want to.

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You should probably start there and look at how's my brand?

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What kind of content am I creating?

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Is it valuable?

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Do I have a strategy and am I leveraging that in my traffic to start conversations from a place of give first.

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Yeah, that makes sense.

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If we were sitting down and having a coffee, what would you say are the two or three things that you recommend to the most to people, tactic wise to do on LinkedIn to be successful?

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One of my top strategies as it relates to growing my connections on LinkedIn has been targeting, researching and targeting attendees of events on LinkedIn.

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That's been a great strategy.

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If you're not familiar with how that works, you probably are, eric.

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But go to the search bar on LinkedIn, filter by events, think of what conference or event or topic might my ideal prospects or clients want to attend.

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And then, once you yield that search, say sales.

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Filter by events.

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All these events are about sales.

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That obviously says it gives you an idea of where they are on the buyer's journey.

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If somebody is attending an event on sales, they naturally have problems with sales or looking to better their sales.

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If I have a solution around sales, I'm going to do some outbound there.

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So LinkedIn event hacking is one of my best strategies and love that.

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The second one is LinkedIn newsletters is.

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It's a sleepy strategy and not a lot of people focus on or talk about it enough, but you can very quickly grow a following or subscribership If you have a LinkedIn newsletter.

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For a number of different reasons, I love that.

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Your newsletter articles for people to subscribe.

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All they got to do is check that, hit that check mark and now they've subscribed.

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And when you build subscribers.

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Linkedin will send a push notification to your subscribers when you post a new article.

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So if you're still posting articles just as a post on LinkedIn, take a step back, create a newsletter that's branded for your audience and post those articles underneath your newsletter so you reap the benefit of building an audience, getting those push notifications.

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And the other cool thing about LinkedIn newsletters and articles is you can actually embed long form YouTube videos directly in the article and LinkedIn won't necessarily penalize you for that.

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If you were to post that in the post, you're taking people off the platform.

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Linkedin doesn't like that, but in an article you can get away with it.

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So that's a little workaround.

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So LinkedIn events Very cool.

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It's a cool little hack LinkedIn newsletters.

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And then the third one.

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I tested this one out.

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It was a fun experiment.

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But earlier this year, whenever I speak, I use a conversational AI bot that triggers an automation when I tell people to text a word to a number.

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So our platform, leadstorm AI, has that kind of capability where you can configure any word that you want with the number that's assigned to your platform and build an entire AI workflow.

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So let's say, I did this in New York City once.

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I was speaking to a room of maybe a couple hundred people and I said text the word pipeline to this number and my AI assistant, thor, will take over the conversation.

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And conversational AI is it is undetectably human.

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So it had dozens of conversations simultaneously.

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Right as I'm standing there in front of an audience, I had people being qualified, booked and scheduled completely on my calendar and my hands were off the wheel.

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So what I've been testing is putting that call to action in my headline or placing it somewhere in my LinkedIn profile, because I noticed what happens is, as I'm posting and creating content, second degree and third degree connections are seeing my content.

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They don't know me, but they're curious, and so if I have a good enough positioning for that word and that number, they'll just fall into my funnel and AI takes over the conversation, asks all the right questions, and then I've got a meeting on my calendar.

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That's pretty awesome.

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So that's what your solution, Leadstorm AI, does it's one of the many things that it does.

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It's a full suite of sales and marketing automation tools.

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So build your funnels, your landing pages, manage your contacts, email campaigns, opportunity pipeline.

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The gap I saw in the market and why I built LeadStorm was you've got lots of great, best-in-class platforms like HubSpot or Marketo Pipedrive, but all of these all-in-one CRMs did not have outbound capability.

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I couldn't use HubSpot or ClickFunnels God forbid or Kajabi to grow my brand on LinkedIn and do outbound.

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It's not designed for cold email, it's not designed for LinkedIn automation, and so LeadStorm has the best CRM features, plus 700 million contacts, and it gives you the ability to fully automate outbound and LinkedIn activity and stuff like that.

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Wow, that's super cool.

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It's a beast.

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So talk to me a little bit about how you see AI getting used on LinkedIn and in other tools like the one that you've created.

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Yeah, for me, I'm constantly testing, like most people, and I'm trying to figure out how can I meaningfully enhance or bring efficiency to my daily workflows and habits around AI.

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So for us, we create custom GPTs for our clients.

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We use that internally not only to ask questions, as it relates to meetings.

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Every meeting we have with a client we put into a custom GPT and we can ask it a question about any meeting that we might've had in the past.

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We also use them for content creation.

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But I've also been, eric like, really impressed with Claude and Claude projects.

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Claude's projects have now that's been my go-to for anything that's writing, copywriting, focus what we do with Claude.

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I've done this on demonstration with clients before the best practice.

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This is my recommendation and it dovetails with LinkedIn, especially people that are building a personal brand.

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Get on a Zoom call with a friend or a colleague or somebody you work with and if you want to use ChatGPT or Cloud to come up with a list of questions, what you want to do is you want to document verbally your origin story, your vision for your company, tell stories about success that you've had and just have a dialogue.

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Take that transcript, give it to Cloud Projects and then use that as your knowledge base for anything creative or copywriting related.

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And so what I've done I do for a number of people, done for myself is I'll tell Claude, hey, based on all of this knowledge and expertise and who you want me to be, I want you to write now my LinkedIn bio, my headline copy, maybe some email workflows or lead magnets, or give me some unique positioning around my processes and systems.

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Give me a framework and brainstorm with Claude, and the output has been amazing for us and for me myself and our work and our stuff with clients I don't use.

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Linkedin has some native stuff and, integrated with AI, I don't use it.

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To be honest, I don't think the conversation starter AI in the LinkedIn messages is really all that helpful.

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I don't think LinkedIn's native AI helper for creating posts is really that helpful.

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It's too generalistic and so you need something that's much more specific.

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So I'm crazy about Claude also a huge fan of claycom If you're in sales and marketing and you need a tool that can personalize all your LinkedIn messages, your email messages.

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We're in this crazy era of hyper-personalization thanks to tools like claycom and others.

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So that's just a couple of tips in ways that we're using AI.

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Great use cases.

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Great use cases.

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Let me ask you on LinkedIn what is your top recommendation for people around building their personal brand?

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This is the word of the year for me Positioning.

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Positioning is everything.

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There's some great examples of this.

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If you're looking and positioning your profile is the easiest place to start and I'm constantly amazed at how many people just ignore like the most important thing on LinkedIn is your profile.

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Some good examples might be go and look at Morgan Ingram.

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I've known Morgan since 2019 and he's a LinkedIn power user.

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Look at Morgan Ingram.

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Adam Robinson's another good guy.

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To look at.

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Chris Doe, who's one of the greatest marketers in our generation.

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I would say you can look at his profile.

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Russell Brunson look at his profile.

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Chris Walker, down in Austin look at his profile and success leaves clues.

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So take a look at for people.

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If you're building a personal brand, take a look at these guys that are doing it extremely well and, if you want, you can actually use AI to make the comparison.

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So you can grab.

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If you want, use the print feature on Chrome browser or export somebody else's LinkedIn profile, copy and paste it.

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You can actually take screenshots.

00:20:21.586 --> 00:20:32.980
Give it to ChatGPT because it can read images, and then I would use those ideal profiles that you're aspiring to become and ask AI really good questions.

00:20:33.742 --> 00:20:37.497
Here are some examples of profiles that have really good personal brands, in my opinion.

00:20:37.497 --> 00:20:48.156
I would like you to use these to benchmark against my own positioning in my personal profile and show me ways that I can improve mine.

00:20:48.156 --> 00:20:53.453
If you were to tell that to AI, it's going to do all the analysis for you.

00:20:53.453 --> 00:20:54.817
It's going to make it very easy.

00:20:54.817 --> 00:21:14.261
My follow-up questions, if it didn't clarify it enough, would be give me practical tips on how I can improve my profile as it relates to my creative, my positioning, my messaging, and if you do that exercise in 30 minutes, you're going to have really good output than a guide that you can take to improve your own profile.

00:21:14.261 --> 00:21:16.996
But I'll just end with this Positioning.

00:21:16.996 --> 00:21:19.522
I think it matters now more than ever for personal brands.

00:21:19.522 --> 00:21:34.288
You've got to find a way to distinguish yourself and stand out from everybody else, because it's never been easier to create content and it's never been easier to get people's attention and run campaigns and do outbound and stuff like this.

00:21:34.288 --> 00:21:37.616
It's super noisy, so positioning is absolutely critical.

00:21:38.617 --> 00:21:39.118
Great advice.

00:21:39.118 --> 00:21:41.260
It's a competitive world out there.

00:21:41.260 --> 00:21:49.832
One last question from my side is you mentioned content earlier on LinkedIn is a great way to do outbound strategy.

00:21:49.832 --> 00:21:56.208
What is your number one suggestion for how people can amplify their content on LinkedIn?

00:21:57.414 --> 00:21:59.964
Yeah, listicles are really popular right now on LinkedIn.

00:21:59.964 --> 00:22:09.797
Don't think that I would say for people that are getting started don't think that you need to know everything right.

00:22:09.797 --> 00:22:14.904
You don't have to come up with this like expert post based on an unbelievable success story for it to win.

00:22:14.904 --> 00:22:29.084
I've seen great posts perform extremely well that were just simple and somebody took the time to do the research and maybe consolidate some things like here's the top 10 best posts on LinkedIn in this industry.

00:22:29.084 --> 00:22:32.068
Or here's I saw somebody do this.

00:22:32.068 --> 00:22:39.730
I spent 25 hours funnel hacking this amazing brand's funnel and here's all of my takeaways.

00:22:39.730 --> 00:22:47.282
And if you want to put that in a Google doc, have a loom video that shows you with all this stuff, like in the video.

00:22:47.282 --> 00:22:49.231
It's going to pique people's curiosity.

00:22:49.231 --> 00:22:50.676
They're going to want to look at the video.

00:22:51.278 --> 00:22:59.222
So just think through ways that you can give something away that's insightful, educational, inspirational and just adds value.

00:22:59.222 --> 00:23:04.695
You don't have to be an absolute rock star, but I will always tell people story is what wins the day.

00:23:04.695 --> 00:23:12.406
If you can tell a good story in your post, that stuff over time, if you're just consistent and you plant enough seeds and water them, it's going to yield a harvest.

00:23:12.406 --> 00:23:14.836
And Cloud AI is amazing as well.

00:23:14.836 --> 00:23:17.682
You've got the Cloud projects, me and our team.

00:23:17.682 --> 00:23:21.698
We give Cloud instructions and say here's our client.

00:23:21.698 --> 00:23:28.277
You have the reference, the knowledge base, a LinkedIn, a high-performing LinkedIn post.

00:23:28.317 --> 00:23:30.101
For me that has a really good hook in the first two lines.

00:23:30.101 --> 00:23:50.288
You want people to click, see more and make it story-driven and tell it from first person, and then I'll also tell AI, make it feel like I'm a fly on the wall and I'm listening into somebody else's conversation, and you just tell it like use emotional words, paint a clear picture and do stuff like that, because AI struggles with emotion.

00:23:50.288 --> 00:23:58.183
So if you tell it descriptively I want you to make me feel this way in this post then it's going to write from that perspective.

00:23:59.494 --> 00:24:01.818
Ah, that's a cool tip, all right.

00:24:01.818 --> 00:24:05.424
Final thoughts on how people can use LinkedIn to their advantage.

00:24:05.424 --> 00:24:21.393
Anything I didn't ask that you think listeners should know about personal brand and you're trying to grow your personal brand.

00:24:21.873 --> 00:24:27.416
One of the fastest ways for you to do that can be for you to collaborate with somebody who's further ahead than you and you might have.

00:24:27.416 --> 00:24:29.201
Who can you reach out to?

00:24:29.201 --> 00:24:39.498
That's trying to reach the same person as you and bring people together, offer ways to collaborate, and you'd be shocked at who would say yes, it's amazing.

00:24:39.498 --> 00:24:40.420
And then everybody wins.

00:24:41.781 --> 00:24:43.424
Collaboration is the way to win.

00:24:43.424 --> 00:24:43.865
I love it.

00:24:43.865 --> 00:24:45.568
That's it All.

00:24:45.568 --> 00:24:49.673
Right, I'm going to link to your website and your LinkedIn profile on the show notes.

00:24:49.673 --> 00:24:54.964
In case people want to dive deeper on this stuff, they can reach out and get in touch with you on either of those fronts.

00:24:54.964 --> 00:24:59.460
Really appreciate you sharing your stories and tips and advice here on the Shutter Day.

00:24:59.460 --> 00:25:01.722
Thank you very much for being with us, you bet.