LinkedIn: Master LinkedIn Marketing, Content, Outreach, & More!

1. Discover the Potential of LinkedIn: Imagine being in a room where you can not only sell to countless potential clients, but you can also find talent to recruit, or you can even land a new gig. Well, that's what you get with LinkedIn the comfort of your home and for free. My name is Adam Taylor. I've built multiple businesses, booked more calls with LinkedIn than I can count, and I'm going to show you exactly how to squeeze the juices of LinkedIn to match your needs. In this course, we start from the beginning. You'll learn how to build a profile that doesn't just look good. It sells. We'll cover what kind of profile to build, depending on your goal, jobsker, freelancer, founder, or content creator. Then I'll show you how to master both organic and outbound growth. From personalized cold outreach using tools like replica and clay to creating high converting videos, gifts, and messages that get plots. You'll have a full outbound engine running in no time. You'll learn how to grow an audience with posts, newsletters and videos that work with LinkedIn algorithm, not against it. We also break down LinkedIn ads when they make sense, how much they cost, and how to set them up properly if you want to scale faster. If you're a recruiter or trying to hire, I'll show you how to find the right people and reach out in a way that actually works. After teaching thousands of students, I pack this course with walk throughs, templates, and real world examples from my own business to give you what I know works. Whether you're just getting started or already on LinkedIn, you'll walk away with a complete system to get more visibility, more leads, and more conversions. Even if you have no connections, no content, and no clue where to start. I've got you. LinkedIn isn't just a resume site anymore. It's the most powerful BTB marketing and outreach tool available today. Now, let's make you capitalize on this tool. So take action and join the course right now. 2. What LinkedIn Is & Why It Matters For You: Welcome to the first lesson of this course. Before we dive into the tactics, algorithms, outreach strategies, and all those other goodies that LinkedIn has to offer, we need to understand what exactly we're dealing with. Because LinkedIn is often misunderstood. Some people treat it like a digital resume platform. Others treat it like a recruitment tool, and some others think of it as that one boring platform that you just log into when you need a job. While all of those are technically true on their own, they missed the point. Let's go ahead and set the record straight. LinkedIn is the professional Internet. If Instagram is where we flex our lifestyles, and X is where we yell into the void and TikTok is where we scroll for dopamine, then LinkedIn is where business happens. It's the digital home for building a career, building a brand, and building a business. More than 1 billion users are on LinkedIn. And no, they're not just job seekers. They're a bunch of things. The consultants and coaches, startup founders and investors, marketing managers, and agency owners, recruiters and HR professionals, and CEOs, freelancers, and students, there's everything. If your professional life touches the Internet in any way, then LinkedIn is going to be relevant to you. So what makes LinkedIn different? Let's actually break it down. Because people come to LinkedIn with a work mindset. They're not distracted by memes or cat videos, at least most of the time. So instead, they're thinking about their careers, their businesses, and their network, which means that your message and how you present yourself gets taken much more seriously. So while a DM on Instagram might get ignored and a cold email might go straight to Spam, a well crafted message on LinkedIn, well, that one is in context. Next, associated with this is that organic reach is still alive. So with many other platforms, you have organic reach, which is essentially either pay to play or dead on arrival. Now, with LinkedIn, it's a little different. LinkedIn still does reward good content and you don't need ten K followers to go viral. So the feed itself still works like social media used to work. And that there is a massive opportunity for personal brand growth and brand awareness with zero Adspent. Now, don't worry. We'll also get into the ads, as well. But the beauty is that you don't need them to be successful on the platform. Now, next is that LinkedIn is a hybrid platform. So what does this mean? Well, LinkedIn is part resume platform, part personal branding hub, part CRM, part content network, part outreach tool, and part Ads platform. Now, it's a weird mix, but once you learn how to use it, it's one of the most powerful leverage points in your entire career or business. So now this leads us to the question. Who is LinkedIn for? Well, the truth is, if you have something to offer the professional world, so a skill, a service, a story or a vision, then LinkedIn is for you. So it's for creators who want distribution, businesses who want sales, and individuals who want better opportunities. And it's even for you if you don't feel like you're ready. So you might be thinking that I'm not looking for a job right now or I'm not trying to post every single day. And is this even worth the effort? Well, these are all fair questions, but this is the way that I want you to kind of frame things. LinkedIn is career in business insurance. What I mean by that is that it protects and boosts your future by doing a few things for you. Well, first, it's making sure people can find you, and it's making sure that they like what they see. And maybe, most importantly, it's giving you a platform to scale when you're ready. So even if you only post once a month, even if you only optimize your profile once a year, and even if you just use it to book a couple calls, you'll be ahead of 90% of people in your industry. Now, before we wrap this lesson up, I want to pause on one thing for a second, and that's the power of visibility. Single most underpriced thing on LinkedIn right now is visibility because visibility leads to more job offers, better clients, speaking gigs, podcast invites, funding deals, collaborations. And yes, visibility leads to leverage. Because if people know who you are and they like what they see, they'll come to you. And this course will show you exactly how to earn that visibility. So we're going to be going over everything from optimizing how you can actually build your profile to smart outreach and effective content to even paid ads if you're ready for that. But visibility does start by showing up with intention, and that's exactly where this course fits in. So this course isn't just about building a pretty profile or writing nice posts. It's about using LinkedIn strategically. So now let's go ahead and recap. LinkedIn isn't just a platform, it's a strategy. So it's for anyone who wants to grow professionally, it gives you visibility, leverage and control. It still has high organic reach, high intent traffic, and real results. And it's massively underused by the average person in your industry. So before you write it off, ask yourself this. If one post or one message could change the trajectory of my business or career, would I be willing to learn how to do it right? If the answer is yes, then good news you are in the right place. 3. Choosing the Right Type of Profile for You: Now that we understand what LinkedIn is and who it's for, it's time to get strategic because your LinkedIn profile isn't just a digital resume. It's your positioning engine. And depending on your goals, the way that you build it should look very different. Because you wouldn't build a landing page the same way for a SAS product as you would for a personal bog, right? Well, it's the same thing here. So in this lesson, let's figure out what kind of LinkedIn profile that you should be building and how to shape it for results. Now, before you write a single word, you should ask yourself, what am I trying to accomplish because your answer is going to shape everything from your headline to your about section to your content strategy. So some common goals are to get a job, to get clients, to build your personnel brand, attract investors or collaborators, recruit team members, or be seen as a thought leader. Now, each one is going to require a different tone, focus, and a set of highlights. But you can't appeal to everyone at once, nor do we want to. So instead, pick one primary goal and maybe a secondary one. Because in the marketing space, clarity beats versatility every single time. Now, let's get nerdy for a second. Ton profile is not just a resume. It's a funnel. And like any funnel, you need to think about a few things. Who's going to be landing here? What do they see first and what do you want them to do next? A job seeker wants a recruiter to keep reading. A freelancer wants a lead to book a call, and a content creator wants people to click follow or to DM. So you should keep this in mind that your profile should be designed with that conversion in mind. Now, we'll get technical in a moment, but mentally shift into this mindset first. I am building this for a specific audience with a specific goal. Now, we'll get into all the specifics of this, like your ICP later on in this course. But now just keep this in your head. Now it's time to break down our three core profile types. So there's gonna be three main types of LinkedIn profiles. And now, this first type of LinkedIn profile is called the Job Seeker. Now, this is just the classic use of Linktn. So the focus here is to have relevant experience, measurable achievements, career progression, and keywords that actually match your target roles. So how does this actually manifest on your profile? Well, for your headline, you want to use the job title that you're aiming for, not just for your current one. So, for example, your title can be Aspiring data analyst. SQL Python JavaScript. For your about section, you want to write a short first person pitch with your highlights of your top skills and accomplishments. And of course, your tone here should be professional, but you also want to give some enthusiasm, and you want to emphasize some clarity. Then for your experience bullets, you want to focus on tangible outcomes and not just duties. So for example, you can say that you increase social media engagements by 63% in four months as opposed to just saying, managed Instagram account. Then lastly, for your CTA, you can say something simple like currently open to new opportunities. Feel free to connect or message me if you think I'd be a good fit. Now, we're starting to move into the more fun profiles, and that type is going to be the client attracting consultant or freelancer profile. If you sell services, then your LinkedIn is your sales page, and this is where your positioning needs to shine. The focus on your profile is going to first be the problem you solve and who you serve. And then you want to focus on results you've gotten for others and how to work with you. So again, how is this going to look on your profile? Well, in your headline, you want to say what you do and who it's for. So, for example, helping coaches and consultants book more sales calls with Linked in outreach. Then when it comes to your about section, you want to think of this like a copyright or what. So you want to first hook their attention, then you want to agitate the problem, then show that you've solved it before and then offer a next step. So for example, if you're tired of sending 100 cold DMs and hearing crickets, you're not alone. And then for experience, you want to highlight client results, frameworks, and credibility and then name ddrop if you can. Lastly, for our CTA, you want to link directly to account or mention DME the word growth if you want help. And then you could set up some kind of mini chat automation there. Now it's time to move on to the final profile type, and that's the thought leader or brand builder. So in this case, maybe you're not hunting for leads or jobs, you're building a public reputation. So this could be startup founders, creators, authors, coaches, or content heavy consultants. Most important part here is going to be your voice, your ideas, and your mission or values. So now the part you're waiting for, how does this manifest on your profile? Well, for your headline, you want to mention positioning and tagline. So, for example, this can be founder at Lead Spark, building AI powered Leentols for solopreneurs. For you about section, you can share your vision and story, but keep it first person. So show why you do what you do. And then with your experience, you want to highlight your own ventures, speaking gigs, media features, all of those things. And lastly, for our CTA, you can point people to follow, join a newsletter, subscribe to your podcast, whatever your intended call to action may be. Your profile is a positioning tool. It's not a resume, not a brag sheet. It's a tool. And to build the right one, you need to know a few things. You need to know your goal, you need to understand your audience, and you need to choose your right profile type. Now, before you move on, I want you to take 10 minutes and decide what is the one thing that I want people to do when they visit my profile. Then you have a starting point. You can build around that, and then you're already ahead of 95% of LinkedIn users. 4. Breaking Down LinkedIn’s Paid Plans: Let's face it, LinkedTEM is a premium tool, which means you can start for free and get a lot done, but the second that you want to do anything beyond networking slowly and passively, you're going to hit a wall. The good news, there are pay plans that can seriously boost your visibility, outreach and conversions. The bad news, there are a lot of them, and it's not always obvious which one is actually worth it. In this lesson, I'll break down each of LinkedIn major paid plans in plain English, and I'll show you who each one is for, and I'll help you avoid overpaying for the stuff that you don't need. So let's go ahead and dive right in. Let's start by looking at what the Free LinkedIn account gives you and where it falls short. With the free plan on LinkedIn, you do get a lot. You get the ability to connect with people. You can build your network. You can search, although with limited filters and reach, and you get basic access to who viewed your profile. So the last few people, and you can post content, comment, and engage. With all these benefits, there are still a few things that it does hold you back with. Now, the first of which is going to be the limited search filters, at least as opposed to what we could get if we pay for updated search. Because with this, we don't have too much of an ability to zero in on our ideal prospects. We also don't have very strong tools for outreach. There's also less visibility into who is viewing your profile. You get fewer insights, fewer analytics, fewer opportunities to scale your outreach. So if you're really trying to drive outreach or lead Gen from a free account, you probably will hit resistance. Slower growth, manual work, and sometimes scraping up responses from dead end. You want to start with the question. Why upgrade? Ask yourself, what is the bottleneck in your LinkedIn Growth right now? I can't reach enough of the right people. I don't know who's checking me out. I want better targeting for sales and hiring. And I just want to go beyond posting and praying. Each plan is built for a different problem. So let's go one by one, not by features, but by real use cases. The first is going to be premium career. And this is going to be for job seekers and freelancers. This one is essentially the cheapest pay plan. So with this, you get extra inmail credit, so you can message people without needing to connect. You get full access to everyone who's viewed your profile. You get insights as to how you stack up against other applicants. So this one makes sense if you're applying for a job, trying to learn freelance gigs or just want to get on more radars. If any of those is you, then this is a good solid, low commitment option. Doesn't make sense if you're running a business, doing sales or recruiting. You'll outgrow this very, very fast. Now the next plan is premium business, and this one is going to mainly be for small business owners and network builders. So premium business builds on career but gives you a little bit more. You get unlimited people browsing, so you don't have any search limits here. You get industry and company insights and a bit more visibility in data. So this makes sense if you're a solopreneur or consultant who's building authority and you don't need full on lead generation tools just yet. Doesn't make sense if you're serious about outreach and want to automate or scale. In that case, you're going to want sales navigator, which conveniently brings us on to our next paid plan, the Sales Navigator core plan. This is where LinkedIn starts to feel like a real sales tool. You'll unlock hypertargeted lead filters by job title, company size, years enroll activity, et cetera. Get saved leads and accounts with alerts when they post or switch jobs. You also get leadless notes and outreach workflows. And lastly, you get more in mail credits. So this makes sense if you're constantly sending DMs, running outbound or booking calls. This one here is the standard because it essentially pays for itself if you're actually using it the right way. Now, it doesn't make sense if you're not actively doing outreach or still figuring out who your target customer is because then it might be too early. Now we are moving on another step into Sales Navigator Advanced. This one is going to be for teams or power users. You get the same core features as Sales Navigator Core, but you get team collaboration tools, smart CRM integrations, and you get shared lead list and reporting. So this makes sense if you have a small sales team or you're managing multiple clients or accounts and need to stay coordinated. And doesn't make sense if you're solo or not using CRM tools. There's no need to overpay. Now we are moving on into the recruiter paid plans and starting off with recruiter Light. This one is going to be for solo recruiters or founders doing their own hiring. So this is a version of Sales Navigator, but it's optimized for hiring instead of selling. So you get more hiring related filters. So skills, job titles, pass companies. You get inmail to candidates and candidate tracking and pipeline management. This one is going to make sense if you're hiring directly off of LinkedIn or you're a recruiter looking for candidates. It's incredibly useful. And naturally, it doesn't make sense if you're not actively hiring or if you're just doing one to two roles because then it's overkill. Now, for this last one, we have LinkedIn learning, and this one is going to be for self improvers, and it's a little different than the other plants that we talked about. And that's because it's a course platform that's built into LinkedIn. So you get full access to thousands of professional courses and certificates and skill assessments that are tied to your LinkedIn profile. This one makes sense if you're trying to build your skills or credentials to be hired and you want a Netflix style learning model. Oh, it doesn't make sense if you're just here for legen or sales because this is just a distraction. So let's go over a TLDR. If you're a job seeker or professional, then try premium career. If you're a small business owner or consultant, then premium business. A salesperson or outbound pro, Sales Navigator Corp. Running a small team or using a CRM, then sales navigator advances for you. If you're a recruiter or hiring a lot, then recruiter Light will work just fine for you. And if you want to learn some skills fast to get hired, then LinkedIn and learning can be for you. Now, if you're just exploring or you're early in your journey, then you can stick with free. Now, I want to give you some final tips before we move on to the next lesson. Should always try the free trial before committing. And if you're going to pay, then go annual if you know that you're going to be using it in the months ahead. And lastly, don't just pay for more features. Pay for solving real problem. And if you're not doing consistent outreach or hiring, then you probably don't need a paid plan. 5. Setting Up Your Account the Smart Way: So, in this lesson, we are going to be starting from ground zero. Now, a lot of you may have already completed the step in actually creating your account. But that doesn't mean that this isn't a step worth mentioning because there's setting up your account and setting up your account the right way. So let's go ahead and get right into it. So let's go ahead and start right here and click Join Now. So here, you can go ahead and either sign it in with Google or put in your email and password to create your account. And now from this point, we can just go ahead and click Agree and Join. Now we're going to be prompted to choose our location. Now, this has a different level of importance, depending on what you're using LinkedIn for. Because if you're just someone who wants to use LinkedIn to apply to jobs, then going ahead and setting your location here is going to be much more important. Or if, for example, you have a local business and you want to use your LinkedIn profile to funnel more customers to that business, again, your location is going to be important. So for me, I have my location set to New York City. So now let's go ahead and continue. Now we've reached the part where it's asking us what are most recent job experiences. Specifically, what our most recent job title is. So for this part, what you want to think it's essentially setting the first impression that people will see next to your name. So the kind of main principle that you want to keep in mind at this point is going to be the principle of framing. Even if you're changing industries or you're still early in your career, you can still frame this title to highlight the skills or focus on what you want to be best known for. So if, for example, your most recent job title was just a cashier, instead of just leaving it here as cashier, we can frame this into something that's going to be a little bit more attractive. Now, of course, this is going to depend on what you currently want your LinkedIn to be. But let's say, instead of cashier, we turn this into a customer service associate, and then we can put building client relationships. So let's go ahead and type that now. So now we have this. We have our Customer Service Associate. We're building client relations. And then here, this one's going to be simple. We're just going to go ahead and select our enrollment type here. Let's go ahead and say full time. Now, another note on our job title here is that we want to do this with any recent job title that we have. So, for example, if you were a freelancer, that was the thing, the last gig that you did. Then go ahead and kind of spice that up a little bit. Be a little bit more descriptive about what you did and frame it in a better way. So instead of just putting freelancer, you can say you were a freelance graphic designer. So the goal here isn't necessarily to exaggerate, but it's just to phrase your actual experience in a way that connects with where you're headed. Now the last thing here is to just put in our company, and then we can hit Continue. Now, if instead you're self employed, you've always been working on your business, then you can go ahead and put that in here. So our case, you can just go ahead and put in founder. And then it's going to be the same things right here. And if you are just out of college and college degree is the only thing that you have, and you're kind of reframing your personal brand where your prior experience prior jobs didn't really help, then you could go ahead and start here with that you're just a student. That's perfectly fine, as well. So for me, I'm just going to go ahead and put in that I am a founder here and for most recent company. Just put Evergreen Innovations and still hit Continue from this. Now it's asking us, are we looking for a job? So this is essentially Linktn's way of privately calibrating how it's going to support you. So there's three main things that LinkedIn uses with this information. So first, it uses this clearly as a job seeking signal. So your choice isn't going to be displayed on your profile, but this is going to tailor how Linktn algorithm Taylor's recommendations to you. So if you select yes, then you'll see more job postings, recruiter outreach, and tips. Now, it can also influence how recruiters see you and search. So on their end, they're going to use filters to search for people that are open to work, even though LinkedIn does keep this hidden from your current employer. So that's something that you should. Now, lastly, the other thing that it does here is for feed and notifications. So adjust what LinkedIn highlights for you. More networking prompts, skill recommendations, and relevant openings for this. So for me, I'm going to go ahead and just say, no, I am not interested in any job opportunity. We're creating our personal brand here. Here, regardless of what you are using Linktn for, you want to go ahead and search for as many people that you know, your friends that you can go ahead and connect with. Now, depending on specific outreach strategies, we are going to want to go ahead and connect with a lot of people, but we're going to get to that later in the course. But for now, you just want to go ahead and friend all of the people that you. Oh, once you go ahead and do that, we can go ahead and click next. Now, lastly, LinkedIn is going to prompt us to follow some companies. Now, the main thing to keep in mind when you're going to be following companies here is that you want to follow companies within your niche. B here, this is going to shape the kind of content that you'll see in your feed and the opportunities that LinkedIn recommends. So don't just click randomly. Follow a handful of companies in your industry and maybe a few thought leaders that you admire. So that way, at least from day one, you can at least have LinkedIn start serving you content that actually helps you learn, network, and grow. Okay, so there we have it. We have now completed setting up our profile. It was simple, wasn't very complicated, no high level discussions yet, but it's still an important step in all of this. 6. Profile Basics That Most People Skip: Welcome to one of the most important sections of this course, because no matter how clever your outreaches, how optimized your LinkedIn ads are, or how engaging your post might be, if your profile is weak, then you're losing opportunities before they even start. So your profile is your digital storefront, your resume, and your pitch, all rolled into one. So whether you're a jobseeker, freelancer, founder, or growth marketer, you need to understand the fundamentals of profile building and how to tailor them into your goals. So the first question we have to ask ourselves is, what kind of profile are we building? So before you even touch a headline or a summary, let's zoom out and answer the big question. What do you want your profile to do? Broadly, as we've covered, there are three profile modes. The first is the job seeker profile. So your main goal here is to show a few things relevant experience and achievements. Skills that match the positions that you're applying to and that you're hirable and you're ready. So this profile is polished and ATS friendly. So I think clear bullet points, action verbs, and tangible results. Recruiters should be able to see it at a glance and think, Oh, this person can hit the ground running. Now the next profile is going to be the brand builder or the thought leader profile. Type of profile is going to aim to position you as an expert or an authority. So you want to attract followers, speaking gigs and podcast invites, and you want to convert cold visitors into warm leads. Here, the voice of your profile is going to be slightly more personal. So you're not just a resume, you're a person with a perspective. So when you're thinking visually, how your profile should look, if this is what you are, you should just be thinking clean narrative style. That means that your visuals should feel simple, not anything that's doing too much. And the words on your profile should be words that are going to be telling a story. Now, lastly, we have our sales and lead generation profile. So your goal here is very simple. You want to get people to book a call or buy your service. This profile is basically a landing page in the skies. You'll have a bold CTA that's right at the top. Your profile headline and banner are going to be designed to create intriguer offer some value, and you want to have clear proof of results or social validation. So your contact info should be front and center. And don't worry, we will be exploring examples of all of these in a later lesson. But for now, go ahead and keep this framing in mind, so you can start to think about how your profile is going to appear. Next thing to discuss here is that your profile is not a biography. It's a tool, and every tool has a job. Whether you're applying for a job or building authority, your experience section still needs to land on the basics. We you've worked, what you've done, and why it mattered. But we don't want to list 20 responsibilities, like we copied them from the HR portal. What we want is to make things tangible, results driven, and skimmable. So, luckily, I'm here to give you a formula. We want to have an action verb plus what you did plus result. So let's look at a bad example. Responsible for managing email campaigns. Now, what's better is launched an optimized email campaigns that increased open rates by 42%. Worked on customer service ticketing system. Ah. Better resolved 75 plus weekly support tickets, reducing average resolution time by 27%. And then a bonus tip here is that you want to use keywords strategically. Linkedn search algorithm and recruiter tools rely on keywords. So if you're in SEO data science or growth, then those words should appear multiple times, not just once in your title. So just think of this as semantic SEO for your profile. So now, similarly to what we just talked about, a lot of people love to undersell themselves. Now, what we can do to fix that is to reword to sound more measurable and tangible. So here are some phrases that people use and how to elevate them. An overused phrase is helped with. An upgraded one is going to be assisted in launching or collaborated on. Another overused phrase is worked on. An upgraded version is going to be led or contributed to or delivered. And then you have was involved in. Now, a way to upgrade this one is instead to say took ownership of whatever you did. Now, another common one is people like to just say they used Excel. But instead, you can reframe this and say you built dashboards using Excel to track whatever. And then instead of being a good communicator, you can say that you led weekly cross functional team meetings with 12 plus stakeholders. So the key here is when and quantify. So state in numbers, the number of users you impacted, or the percent increase or decrease in a KPI, the size of budget that you managed, and the number of people that you supervised. Every number makes you seem real, so you're not fluff, your actual outcomes. Now, the next thing to cover is your headline. Now, your headline is your first impression. It's not just your job title, it's your hook. So by default, LinkedIn sets your headline as your title at company. But that's just wasted space. Instead, you want to use one of these formats. So our first option is going to be a value proposition headline. So an example of a value proposition headline could be helping B to B brands book 50 plus meetings per month through AI powered outreach or career coach, helping job seekers land interviews in 30 days or less. Now the second option is going to be what you do and for whom. So examples of this can be sales copywriter for SAS founders. Email, landing pages, and LinkedIn content. Or another example could be fractional CMO for seven figure DTC brands. Now, our third option here is going to be credibility plus what you do. So, for example, we have Google, now building GTM strategies for seed SgeFounders. So remember that your headline is going to show up in search results, connection requests, comments, and more. So this here is going to be one of the most important factors of your LinkedIn profile. Prime real estate, so treat it like one. Now, I say that your headline is one of the most important things because it's one of those things that is going to be the most visible. Now, what's another one of those things? The other one is going to be your profile picture. So your profile picture is important for all the same reasons that your headline is. Now, there's a lot to say here. But the key things for your profile picture is you want to make yourself visible, clear, and yes, attractive. So, yes, pretty privilege is a thing, and it does exist, and this is going to be one of the first impressions that anyone is going to have of you. So, yes, you do want to lean into your most handsome or pretty self to give people the best first impression of you. Now, the next thing to discuss here is CTAs and Caldls. So if you want someone to do something after visiting your profile, then make that step stupidly clear. So the most popular CTA is going to be book a free consultation here, and then you insert your count so you can drop these in a few places. Your featured section and your about section is going to be the most common, but you can even put it in your experience descriptions and in your banner. So even if you don't have a Cady link, the key here is to give your visitors one clear next step and repeat it a few times. Now we're onto the banner, which is another large aspect of our profile. So most people usually leave their LinkedIn banner blank. Or worse, they use a blurry city skyline. But of course, it's one of the most visual parts of your profile. So you want to make it work. Now, what you include on your banner isn't necessarily going to be as important as what it communicates. Because the banner is the most visual aspect of your profile, you want to make sure that it communicates either in its direct messaging and or its style a message that is aligned with your profile's purpose. Now, of course, there is a lot of ways that you can approach this depending on your profils purpose, which is why we have an entire lesson dedicated to banners. But just keep in mind here, your profile should tell a story, and your banner is the visual part of that. Now we're on to the About section, and this one is going to be your mini sales page. So this is your story, but it's not a memoir. So the easiest way to kind of approach this is to use a narrative structure with this formula. First, you want to start off with your hook or problem. So something like most solopreneurs struggle to get traction with outbound. Then you're going to follow this with your mission or unique angle. So I helped them build scalable DM systems with personality. Then you're going to follow this with credibility or results. So I've worked with 100 plus creators, generating over $1.2 million in pipeline. And then, of course, we are going to end this off with a CTA. So DME or book a free 15 minute call here with your Cald. So again, just like everything else, the way you approach this and the specific words you use are going to depend on your profile's purpose and the kind of character you're building around your profile. But a few kind of tips to keep in mind is that you want to be casual but professional, and you want to use line breaks in short paragraphs so everything can be readable and easy on the eyes. So the last thing to note here is just focus on how you help and not just who you are. Now, lastly, do not forget the featured section. This one is prime real estate for you to highlight a few things. Or C lee or landing page, viral post or lead magnet or a case study or testimonial. Now, I want to take all of what we've talked about in this lesson and think about it like a funnel. So your headline is going to be what grabs attention. Your banner is going to reinforce your value and your about section tells your story. Your experience builds your credibility, and your featured links and CTAs create conversation points. So a week LinkedIn profile is like a landing page with no CTA and no copywriting. People might stumble in, but they're not going to stick around. So treat your profile like your homepage, polish it, align it with your goals, and make it convert. And now I'll show you how to do just that in the next lesson. 7. How to Nail the Perfect Profile Picture: When starting to build our profile from the ground up, we have to start somewhere, and we're going to start at the place where most people first land their eyes on, and that is going to be our profile picture right here. Because even just looking right here at these suggested profiles, the first thing that a lot of our eyes is going to come to is going to be this profile picture. Of course, their name and their title is going to be something we will pay attention to, which is what we'll cover in a later lesson. But now we are going to focus here on our profile picture. So there's going to be a couple of things that we want to keep in mind when creating our profile picture. Now, the first thing that we want in our profile picture is going to be clarity. What I mean by this is that we should be able to see your face here extremely clear. So let's look at a few right here. This one, right here, we aren't able to see her face nearly at all. Here he is very far away from being the actual center of this profile. As we scroll down, we can see here this is three people in one profile picture, not clear. This one here doesn't look very professional. This one here, it's decent, but still we would want to do something that's going to be a little bit more impressive than just this. So the first thing that I would say we want to start off with is going to be using a picture from either a professional camera or at least a picture using your phone camera. In a setting that is going to look nice. Now, not all of you are going to have access to this, but it is going to be ideal. If you have a friend that has a proper camera or maybe someone else that you know, to be able to use these to take nice looking headshots. But if you don't have that, then using your phone can also be a fine option. One thing that's going to be true, regardless of the camera that you're going to be using is that you want your profile picture to communicate what your LinkedIn profile is going to communicate. So if, for example, you want to be a job seeker, then you want your profile picture to be you in a suit looking very professional. But maybe if you are just a thought leader, then you want to have your profile picture communicate the kind of vibe that you're going for within your LinkedIn profile. So now what I recommend to do is once you actually get that picture, we should move over into Canva, so we can do small adjustments to it. So now that we're here in Canva, we can just type in LinkedIn profile picture. Oh, now that I have this typed in, we can go ahead and select this. And we can do a few things here. First, we can choose from the options right here, but oftentimes these templates are doing a little much. We don't need to have all of this kind of crazy design going on within our LinkedIn profile because it can tend to look tacky. And especially when you have texts like this, you're not really able to see this text in the profiles themselves, because as you can see, most times when people are going to be viewing your profile, whether that be on the feed or on a recommended section, you're not going to be able to see the small details within a profile unless you actually click on the profile itself. So that's why it's just better for you to go ahead and start off with a blank kind of template right here. So now what we need to do is upload in our picture. So I'm going to go ahead and do that. Okay, so as you can see, right here, I've now uploaded in an image that I've took on a professional camera. Now, one thing that we want to keep in mind is that if we imagine this entire white square here as our profile picture, what we want to do is make sure that our face here is going to be extremely clear. So when somebody's looking through right here, we are able to see them extremely clearly. So let's go ahead and come back in here. And now what I'm going to do is begin by enlarging this. So, right here, I would say this is roughly a good kind of representation to have as a profile picture. If we zoom out we get to see a little bit better about how this might appear on people's Linked in feeds. Maybe if I want to increase the size a little bit, I can go ahead and do so. I would say zooming in, maybe this much wouldn't be a bad idea here, because here we are going to be very clear. Now, another thing to mention here is that when you are going to go out and take these pictures, you want to make sure that aside from just looking professional and giving off a vibe that is going to be kind of consistent with your profile, what you also want to do is make sure that you just look good. Because, again, this is the first impression that people are going to get of you and whatever your LinkedIn profile purpose is. And it's true that pretty privilege is a thing. People are more open to what other people have to say when they are attractive. So just pretty yourself up and try to present yourself as best as possible within these profile pictures. Now, another thing that we can do is when we are working with our profile picture, if, let's say that we are taking our profile picture indoors and we have a background that, you know, doesn't look very nice. What we're able to do in Canva is I can come here and I can click the Background remover. So right now I am with a basic background right here. I am only cut out, and we have the white behind me. Now, what we can do here is with our background, we want to keep it simple as we can. So one approach that I like to do here is that either we want to have our background to be one solid color. So let me go ahead and move myself out here, and then what we can do is change this background color. So let's say I want to set it to be a brown. I can do that right here. I don't think brown works very well with this, but we can go ahead and come back here, change through, look at all the different colors. Typically, something lighter is going to work better. So if I would add in a new color here, I'd want to go for something that's, like, more a pastel color. So if we have it to be light over here, I can go through choose maybe a color like this. And again, a strategy that we should always be doing is zooming out as far as we can just to see how people are going to view our profile picture. Now, something that I think is a little better than having just a solid color. Is doing something like this. I can make this white, but now also what I can do is come here into elements. And then I can search in here for say, rectangle, and now I can have this place here in the center. And let's go ahead and change this color to, let's say that orange color right there. Let me extend this to make sure it covers the entirety. And then I can right click here and bring forward myself. So now this is how we appear. On our profile. So again, these are just kind of little design tips that you can implement to your pictures. Let's say that they're taken with an iPhone camera and, you know, the background isn't blurred as nice as it would be with a professional camera, you can do these little touches that can kind of upgrade your profile and make you stand out a little bit more. So now let's go ahead and view this way. Maybe I want to increase myself a little bit more. And I think roughly there is a decent looking profile picture here. So as long as you got your picture, you could essentially set this up super quickly. So now, how do we go ahead and upload this? Well, what I'm going to do is I'm going to come here into share. I'm going to come into Download, and I'm going to save this download. Now I can come here into my LinkedIn profile. I can click my profile photo, and then I can upload a photo. So I click Update photo there, and now I'm going to click Upload Photo. And here, I can select this one. And now that we are in, we are able to do a few things here. So we have a few cropping adjustments, so I can straighten it. I can move it off center here. I can add in some Zoom. But these are all things that we should have done within Canva because we are offered more kind of creative control in doing so. This LinkedIn kind of editing software here isn't the best to do so. We have some filters. Again, these filters aren't things that I would touch within LinkedIn because we want to make sure that ourselves are appearing clear. We have some adjustments that we can make as well. So let's go ahead and save this photo and see how it appears. So there we go. We can see myself right here within our profile. And it's pretty good. If you want to look down here, we get to see my profile. You can see me clearly right here, as opposed to, let's say, this profile up here. But now another thing that I also want to show is that another benefit that we have within Canva is what I can do is I can select myself right here, and then I can come into the edit feature. And just kind of like that we have the filters within our LinkedIn, what we're able to do with this edit function within Canva is I can come here and to adjust and I can do something like an auto adjust. This auto adjust can maybe sometimes make us appear a little bit better, a little bit more vibrant, a little bit more separated from our background. Now, this auto adjust isn't necessarily something that I would actually apply because I think what it just did here is make myself a little bit too red, but we can come down and we can change some things up here. So with the vibrance, I would maybe decrease it just a little bit. With our contrast, I would also decrease it by slight bit. Now, our brightness, on the other hand, can be something that we can turn up. Our highlights. Again, we can keep these to be a low value. Our shadows are something that we can keep similar here. And these are all of adjustments that you can make based on your own images. But if we see this right here, this adjusted photo compared to, let's go ahead and come back here. And if I reset adjustments, you can see immediately that this one is going to stand out much better than this one right here where I'm dark and it's just, you know, not as good for a profile picture as going to stand on a feed. So let's go ahead and actually pull this back here, and I can make one more change here. Let's go ahead and change this color because this one seems to be conflicting a little bit too much with my own skin color. And I can change it to be, let's say, a blue. And here, this one is a much more complimentary color. So now we can leave my profile there as it is, and then I can come here again to download it. And then if we want to change it, we can come in here and then come to update photo, upload photo, and I can select this new one that I just made, and we can go ahead and save this photo. And just like that, we have our new profile picture that'll stand out just a little bit better than what we had in the first place. 8. Designing a Banner That Tells Your Story: Okay, so now it's time to move on to the next step of building our profile, and that is going to be creating a banner for our Linktn. Now, the thing is with a banner, there isn't necessarily one formula that is going to make it the best for every single person's profile. That's because depending on your LinkedIn profile, what you're trying to communicate here, you can do a few different things with your banner. Now, with that being said, there's definitely a few things that we should know not to do. And that is anything that by putting it here, it's just overall going to make our profile look worse. So on the other end of that coin, we have a kind of decent guideline about how we should approach our banner. And our banner should really be something that we put here that is going to kind of bring our profile together, something that makes sense as to why it's here. Now, that can be something as simple as this just looks nice and might not communicate much actual information, let's say, links or socials, but just by having it here coupled with our profile picture, it just is visually appealing. So let's go ahead and move over into Canva to see what I'm talking about. Because here in Canva, we're able to type in LinkedIn banner, and we can see many different templates that can inspire our own banners. Now, you get to see a wide variety of kind of styles of banners here, and they're doing different things. For example, we have this one right here, which is simply just the person's name, right? Olivia Wilson, and they have this logo here that could be maybe, let's say, their own business. But then over here, we also have the same person right here, Olivia Wilson. But we get to see a little bit more information. We get to see a phone number. We get a place here for a website, and we have the email here as well with their job title. And neither one of these approaches is going to be better because at the end of the day, what we want to achieve with our profile, almost as important as communicating, what we do and communicating actual information, it's about communicating a feeling. Because that old mantra of Don't Judge a Book by its cover became a thing because it's true. What we do is we look at things and just by the feeling that we get by looking at them, how visually appealing we think they are and what other kind of information that it conveys just by that first glance is going to be something that we naturally do do, and it's important. So that's why at least one guiding principle that you should approach in looking at your LinkedIn profile is on first glance, how does this look? And that's the kind of principle that's going to be especially important with our banner and our profile picture. Because especially here with our profile picture, you know, we can't communicate too much in actual knowledge here. It's almost mostly just a feeling that people are going to get by looking at our profile picture. Now, with our banner, we're given more space to communicate some actual information here, like what it is that we do, phone number, email, our website. But at the end of the day, it's still that same principle. So let's go ahead and scroll through and see different ones that we can use and actually apply to our own profile. And another way that you can approach your banner, instead of having your name and what you do, what you can do is just have something like this. Imagine create amaze. You can have an inspirational quote. You can even just have one word that is not related to what you do, but the design of it and how it's portrayed is something that will match the aesthetic of your profile. As I'm scrolling down, there are also a few different ways that we can approach this. So before I said, you can just have your name here. We can have your name along with more information. We can just have a little few words like this or maybe a saying. But another thing that we can also do is have a kind of illustration or an image about what it is that you do. So let's say if you are a content writer like this, then what you could have is maybe a nice aesthetic picture of your notebooks with pencils that can then serve as your banner. Where you don't need any extra text or information, it's just a nice picture. Now, be wary on this approach. You want to make sure that it actually does look nice and it actually fits into the kind of vibe of your profile. Now, if it doesn't, and if it's a blurry photo, then it's going to do more harm than any good. But I have an interesting idea of how we can use this one right here, doing a little bit of edits to make it fit in our profile. So let's go ahead and customize this template. So first, what I want to do is I want it to match the same color that I have going on right here. So right here, if I come to this color, I already have the color right there. I can just paste it in, and I can change all of the colors to match this one. So again, that's what I'm going to do on this text color as well, change it to that. And now I want to get rid of a few elements and change some things around to fit mine. I'm not a content writer, so I'm not going to have this little graphic here. And I'm also going to decide to take out all of these elements right here just because I think it'll look a little bit more minimalist and aesthetic if I just have my name right here. So let's go ahead and readjust this, and I'm going to do a few more tweaks and I'll come back to you. Okay, so for now, these are the changes that I just made. So what I did here first is I changed the background color of the banner. So before it was this tan color, and now I changed it to white so it can better fit just the UI of Linkedn in general and my profile picture because our two colors here in the profile picture are the white here and this blue. So with that blue, we changed everything. You guys saw that happen. And then I switched in the font of the name right here and I put my name. So I changed it to Helvetica now. And another thing that I did is I moved over this little circle right here to better align with where my profile picture is actually going to be. So now, one thing that I want to do is I am going to want to get rid of this information right here because here, it's just way too small to be able to see. B right here in this screen, I have my banner as big as anyone is ever going to see it. But if we go ahead and zoom out, now we're seeing it in a manner that's going to be more similar to how people are actually going to view my banner, right on LinkedIn. So now let's just go ahead and download this right here. I can come and download, and then I can go ahead and import this into Linktn. Okay, so now that I'm in LinkedIn here, I can come here. I can add a cover image, and then I can upload this downloaded image from Canva. So here we're given the same ability to change in the Zoom and straight in and do all these other things as we were with our profile picture. But again, if you want to do any of those changes, it's best to just do it within Canva itself instead of this UI right here in LinkedIn, which isn't going to be as helpful. So now if we click Apply in just a second, now we can see that this has went ahead and populated. And as I was saying before, you're really not able to tell any of this information. I'm only able to read this here really because I know what it already says, but again, it's just not helpful. So let's go ahead and come back in here, and I can select all of these and hit delete on every single piece. Now, kind fun thing that we're able to do is because our profile picture is going to overlap our banner right here. Then what we can do is kind of make our banner play into what our profile picture is. So in this scenario, what I can see is first, I can bring this down only the slightest of bits. Let's say, let's say I can move it just about here. And now what I can do is I can change half of this to be white, just like this right here. So now, to be able to do that, I can just come here into elements, and you can see I already have half circle typed in here. And I can come here and grab it and I can resize this to be just about the exact same size as this circle is right here. So I can come here and expand this. So now we have a perfect half circle going on, and I can just change this color to be pure white. We should be able to see that this is going to match up quite well. And there we have the uploaded banner. Now, one thing to know about doing an approach like this is that the way the profile interacts with the banner isn't always going to be something that is as consistent as it looks. And that is because if we go in and view it on iPhone, then that's going to display a little different than it will on desktop. So we can see here that everything aligns nearly perfectly, right? We have half of this blue, half of this white. But now if I go ahead and switch in here, now we are able to see our view on mobile. Now, here, you can see that it doesn't necessarily look bad. It kind of looks like it's just its own little design here. So having a design like this in this scenario, this would not be a problem, but depending on kind of what approach you're trying to go for, this is just something to keep in mind. Oh, there we have it. We have a decent banner that has now been created. Now, one thing to know here is that we obviously don't have to just go for this minimalist style, but I wanted to do this in this lesson to show you that you can just put in a little bit of effort here, something that is simple, something that looks nice. And it is something that is going to be able to work for your profile. It doesn't have to be anything that you have to dedicate so much time to and be stressed about all the components that you have to add. Okay, so takeaways for this lesson is that when you're building your banner, you should just have your banner be something that's going to be an extension of what you want people to feel when they reach your profile. You can have different styles of banners, banners that maybe just have some inspirational quote, banners that maybe just have your name, and banners that might have a little bit more information. But remember, when we're doing this extra information, want to make sure that everything is going to be clear to see. Because, for example, having information shown like this and a font size that is this small is not going to be legible by anyone on LinkedIn, no matter if they're on desktop or if they're on Mobile. And lastly, when creating our banner, we can also keep in mind how our profile picture is going to intertwine and play with how our banner is going to be viewed. Alright, that's it for this lesson. I'll see you in the next. 9. Writing a Headline and About Section That Attract: This lesson, we are moving on to complete our profile. We've done our banner, we've done our profile picture, and now it's time to discuss our title and our about section. But let's go ahead and start with your title or what LinkedIn calls your headline. So this headline is going to follow you essentially everywhere, just like your profile picture will. So this will be visible on search results, your connection requests, and even when you comment on post, but know that it's going to be visible to a certain extent, because if we look right here, we're only able to see the first bit of everyone's title here, everyone's headline. So if you have a headline that is going to span multiple lines here, that's not going to be something that is going to be visual to people at first glance until they go ahead and click your profile. Most people just keep their current job title as it is. They'll just say marketing manager at XYC. And it's what I currently have right now. I have found her. But this isn't the approach that you or we should take because taking that approach is simply just a missed opportunity. Instead, you should think of this as your tagline, the one sentence that tells people what you do and who you help. So you can think of this as a USP, if you've ever heard of that, your unique selling proposition. So, for example, instead of sales associate, you could write helping healthcare companies grow through B to B sales. Of course, depending on what you're trying to accomplish with your profile, this can change. So having your headline as your USP statement might be something that you don't want to do. But if that is the case and you want to actually have your current title, then we should still add extra information there. So, for example, like I just said, if we want to be sales associate, then you can go ahead and write that. But instead of just leaving it like this as sales associate, what we should do is add in some extra information separated by this character right here, a vertical bar. Now, this is something that you'll commonly see on LinkedIn all the time. Now, it's just because this is just a nice visual way that we can have some separation within our headline. It looks nice. And then we can go ahead and add in our extra information. Here I put building lasting client relationships. The key here is to make it more than a job title. You want to make it a positioning statement. So when someone sees your headline, they should immediately know the value that you. What I want to do now is actually give you formulas about how you can phrase your headline in different ways to communicate essentially the same thing. It's this value that you bring. So for our first example right here, I have the formula of role expertise, followed by who you help, followed by how you create value. An example of this is this right here, a marketing strategist helping SAS startups grow demand gen and funnel optimization. Now, this is going to be good if you want to be using these separators. Now, this next one that I want to show you is going to be more of a single statement. The next formula that I have here is helping target audience, achieve desired result, followed by your credibility, expertise, or role. So for example, this can be helping SAS founders scale revenue faster, and you right here are a B to B growth marketer. Now let's go ahead and make one last headline for me that I'll have on my profile here. So I say helping professionals master in demand Skills, founder at Adam Taylor. So, first off, to access our About section, we want to click Add Profile section, and we can add in our About section, which we can do right here. So the About section tends to be one of the most overlooked parts of LinkedIn. But in my experience, it is also one of the most powerful. So you should think of this as your landing page because people are going to scroll here to decide if you're worth following, connecting with or doing business. And the first thing that I want to know about your about section is that a good about section should feel like a story, not a resume. Now, when it comes to your about section, you should follow this rough formula that I have for you right here. It should start with a hook, and this hook should be no longer than one to two lines. Then it should follow with credibility. So why should people even listen to you? Then you can go ahead and wrap it up with a call to act. This is obviously a very, very simplified way of us looking at this about section, but every good about section is going to entail these different variables. Now, I want to keep adding to this. Another thing that is going to be very important is going to have personal notes or humor sprinkled in across this about section. Because what we don't want is for this to kind of just look like you are executing some kind of formula. You want to add in your personality into it because it shouldn't just feel like a robot is talking to them, which is, again, why I say that this about section should feel like a story. It should be a narrative that you're telling and not just a list of your accomplishments. So let's go ahead and start out with our hook. What are different examples of hooks? What should our hook entail? Well, your hook should really be one of these three things right here. It should be a bold statement, a question or a quick story. So what are some examples of this? Okay, so here are two examples that we can look at. Most companies don't have a marketing problem. They have a trust problem. Now, we have to discuss what the hook is intended to do here. Now, our hook is going to be comprised in the first one to two lines of our about section. And these lines are critical because LinkedIn typically cuts them off with a Seymour button. So if you don't grab attention there, then people won't expand it. And on the other end, if you don't grab attention there, even if it's expanded, people aren't going to go ahead and read the other words that you have listed. The goal of this is really just to invoke a strong emotional response. So looking at this first example, if this is typically something that you hear from your target audience, that they have a marketing problem, and that's typically where you come in and fix things, well, you saying that most companies don't have a marketing problem. Instead, it's a trust problem. That is something that's going to evoke quite a strong emotional response in your ICP if this is something that they constantly say. So knowing your ICP and targeting their pain points in these first lines within your hook of your about section can be a very strong and approach. So now let's look at this second example here. They say that I once walked into my first sales job with zero experience and walked out three years later having closed $10 million in revenue. Now, that might not touch on any pain points, but that alone is quite impressive. And you're definitely going to have grab people's attention there and wanting them to read more. And that's what each of these lines is meant to do. Each sentence should really be you just buying the next couple seconds of attention from your readers. Okay, so now let's go ahead and move down into credibility. So, once you have their attention, you have to show them why you're worth listening to. This isn't just a list of your past job titles. It's the impact that you've created. So talk about results, industries you've served, or your unique skills. So let's go ahead and look at an example right here. You can have your credibility section framed around your results or impact. So here, what I wrote is in the last three years, I've helped SAS founders add over $5 million in pipeline using LinkedIn ads and outbound campaigns. Now, another way that we can approach this is by your clients served. So you could have a statement like I've worked with Fortune 500 companies, early stage startups, and everything in between, helping teams refine their strategy and generate real growth. Now, I added in two last ones right here for our credibility section. You can discuss experience in years or awards and recognition. With experience in years, I said, With ten plus years in IT security, I've led projects protecting financial institutions, healthcare providers, and government agencies from cyber threats. With awards and recognition, I said, recognize as top 30 under 30 and marketing. My work has been featured in HubspotsGrowth case studies in LinkedIn own marketing blog. Now, one thing to note about this credibility section is that you don't only have to go for one approach. And remember, we want to keep a narrative style going. So you don't want to go ahead and list all of your accomplishments like this back to back in these long sentences. One way that I've seen a lot of people successfully approach this is within their narrative style as they're going ahead and typing out their about section, when they get to the point where they want to list their credibility, what they do is leave a simple colon and then they go ahead and list their credibility, whatever it may be, their experience, awards recognition, clients served in little bullet points. So what do I mean by this? Well, let me show you. So as you can see in this example, right here, what I did is I took our examples here, which were all long sentences, and I shorten them. I said, help SAS founders add over 5 million in pipeline, ten plus years working with Fortune 500 SAS founders and recognized as top 30 under 30 in marketing. So this allows you to list a bunch of your achievements, but it keeps them short, sweet, and simple. So people aren't just going to go ahead and ignore everything that you have after they've read two different sentences of your experience. No matter how impressive it is, people don't tend to just like to read about other people. They want to be able to get to the value. Because, remember, what we want to do here is with every single word, we want to buy their attention to the next word. With every single line, we want to buy their attention for the next line. So we don't want to do anything that is going to drive our potential clients away. Now, let's go ahead and move on and talk about our call to action section. So this is where most people stop short. They'll write their story, but they never tell the reader what to do next. And remember, LinkedIn is a professional platform, and people are scanning your profile with a purpose. So if you don't give them a clear next step, then chances are, they'll just move on. So your CTA should be simple, direct, and aligned with your goals. So, for example, if you're looking for clients, then you might say, if you're a SAS founder looking to grow your pipeline, let's set up a time to talk. Or if your focus is on networking, then you could say, I'm always open to connecting with professionals and marketing and tech. Feel free to reach out. The key here is really just clarity. Don't leave people guessing. Tell them exactly how you want them to engage with you. So whether that's connecting, whether that's messaging, booking a call, or even checking out a resource that you've created, like your website, for example. Should really just think of the CTA as the bridge between your story and an actual conversation because without it, your about section just ends. And with it, you turn your readers into connections, leads or collaborators. So now let's go ahead and take a full look at what we've done here. So we started in with our hook, which is going to be a bold statement, a question or a quick story. We're going to move into our credibility, which can be one of these four things, results impact, clients served, experienced years, awards and recognition. Now, we can always mix these up together. We also have different formatting right here, and we're going to end with a call to action. Now, that leaves us with the next thing that I want to discuss, which is going to be elements of personal notes or humor that you can just throw in at different places within your about section. So this is just meant to be a little sprinkle of your personality. You can break the rhythm of this about section, which tends to be a lot of the same things. And you can catch these readers off guard with a little joke about yourself, just something that's unexpected to shock them. Because showing your personality through here can be one of the best ways that you can be successful on LinkedIn now that I've expanded all this, I want you to go ahead and take a quick screenshot if you would like. But right now I'm about to delete this whole thing, and I will present you with an example about section, and we can talk about it for just a little bit, and that'll be the end of this lesson. Okay, now I've finished this about section. So let's go ahead and actually talk this out. So in the first line, I'm starting with my hook. I say, I never planned on a career in marketing. My first sales job was accidental. I was 22, nervous and over my head. Three years later, I'd close $10 million in revenue and learn that businesses don't just buy products. They buy trust. Then we move into the next paragraph. Well, I say, that lesson has guided my career ever since. Today, I help SAS founders and BTB leaders cut through the noise on LinkedIn and build systems that turn connections into conversations and conversations into clients. Go on to say, along the way, I've worked with scrappy startups, enterprise teams and everything in between, each one teaching me that growth is never about flashy tactics, but about clarity, consistency, and trust. And where everything before this was kind of implying my credibility, now I'm going into stating it more overtly, where I say, I'm lucky to say I've accomplished a lot. I've helped a SAS company grow its pipeline by $5 million in one year. I'm recognized on a top 30 under 30 marketing list and converted more cold emails than my mom has ever sent warm ones. So there you see we have credibility mixed in with a little bit of humor. Then we go into our CTA, where I say, if you're a SAS founder or B to B leader who's tired of guessing how to generate leads on LinkedIn, let's talk, whether it's a quick chat, a collaboration or just sharing strategies. I'm always open to connecting with people who want to grow the white ray. Okay, so there we have it for this lesson. Our headline and our about section has now been completed on our profile. We can just sit save. Now, in the next lesson, we are going to be able to see how everything that we've covered so far, our profile, our banner, about section, and our headline, can be seen in other profiles that do all of these things well. So I'll see you there. 10. Using the Slideshow Feature to Make Your Profile Pop: So far in this section of the course, what we've done is discuss all of the different aspects of our profile on LinkedIn. We discussed why they're important and what they should all contain. We even went through and created a profile from scratch. But now in this lesson, what I want to do is go over a few different LinkedIn profiles that we can look at to either get inspiration and we can see all the things that they did well. Maybe even some things that they could improve on. But all of these ones I've selected that we are going to cover throughout this lesson are all well rounded profiles that many of you are probably going to be able to get some ideas of, and it's really just to see another few examples about what a good profile is. So we're going to go ahead and start off right here with our friend Patrick. We should focus on the things that we see first. So that's going to be our profile picture here and our banner. So you can see here that this banner is exactly one of the ones that I discussed in saying that it's very minimal, and it only has one little saying here, inspire others. And this is fine. You know, it's not conveying a lot of information, but it looks good here on his profile. It definitely doesn't take away any points. And we can see Patrick right here in this photo. We see that it's a great camera. His background here is blurred. We get to see him here looking very clean and professional. So this all so far is great. Now, let's go ahead and move on to look at his title right here. It says, turn your skills into an online business, founderxdt net. Now, we can see that he's not putting in a title here, saying that he's just the founder of xdot net. Right here, he's instead talking to the person that is on his profile. Now, this is a kind of great way that we can use our title. Because at the end of the day, the people that we care about who are going to be reading our profile are going to be our potential clients. So speaking to them directly here within our title is not a bad idea. Now let's go ahead and move down into his about section. So he starts his about section, saying, I made six figures in my first in text sales after graduating from university, but I wasn't happy. So we can see immediately that this first line is meant to hook us in. And for me, that is exactly what it did. And we can also see that he's immediately starting this in a narrative style. So we can expect that this entire about section is going to essentially be a story that he's taking us through, which is a great way to approach our about section, which is honestly the way we should be approaching our about section. Another thing that he does good with this is that you can imagine that not everyone is going to go ahead and start here at the top and end all the way here at the bottom. A lot of times people's eyes are just going to scan across this information. And if they do that, then they're eventually going to see these few little arrows here, which is going to guide their attention. So go ahead and only read maybe the first line or two of this about section, and they just want to skip ahead. They see this, and then they see this says, groom my YouTube channel to over 300,000 subscribers, covering sales, marketing, and entrepreneurship. So we immediately just get a great piece of social proof. Now, if we continue, made multiple six figures by monetizing my skills, knowledge, and experience through coaching, consulting, and info products. And right here, we have over 170,000 ping students have completed my training programs. So these are all great pieces of social proof that was easy for us to identify here within this about section because he has these little arrows to guide our attention. And then as we move down, we also see, Here's what you'll get if you follow me. So this is not only just talking about social proof about his own skills, but he's giving some value here into the people that are going to be reading this. He's giving value to his audience. I'll say that you'll get strategies and tactics to start and grow your online business, tips on how to build and monetize your personal brand and exclusive updates. So then he just finishes this out with his YouTube handle. Now, this is a solid about section because right here we go in from the hook. We get a little narrative, we get social proof, and we get some value for his audience. So, in total, this is a great profile that does everything it needs. Now, let's go ahead and move on to our next person. Right here, we have Bryn Crispin. So again, the first thing that we can see is her right here, and we have her banner. So starting off, we can see the background color of her profile picture. This purple matches her banner color right here. So we see a consistency across her profile that just makes this nice to look at. Along with that, she obviously looks great in her photo right here. We get to see that it is clear and it just looks nice. Now, moving on to the banner here, what we see is something that is similar to what we saw with Patrick's profile. But here, it's a little bit more tailored because she's talking about what she can do for her clients. And working with her, you're able to gain trust. You can build influence and increase impact. And right here, we have exactly who she serves. She's helping purpose driven leaders. So this is kind of a great way that you can speak to your audience through your banner because right here, we're not adding in too much information that people just aren't going to read. Here, instead, we are seeing short but meaningful phrases to her audience, right, because they want to gain trust. They want to build influence, and they want to increase impact. But it's not an entire USP here, where she's putting in this entire sentence in that no one is going to read. So her banner here is an A plus plus, in my opinion. Then as we move down, we can look at her title. And here she has a lot of information. She's a social media and thought leadership strategist for purpose driven executives. So again, here she is mentioning her ICP almost directly here by saying, what she does for who? She's mentioning that she is for purpose driven executives. She follows it with a bunch more information. She's a Linktn coach, a founder and CEO, Maryland leading woman, and she's currently testing this software, and she's currently testing empathy with AI. Now, of course, this is going to be the first thing that people are going to read on your profile. After looking at your banner and profile, they're probably going to then go down to your title. Here, I would say this is maybe a little much of information, but still it does its job. This first part right here, I think is great. Mentioning that she's a Linktn coach and a founder and CEO. These are all things that can help her, but this is just something to keep in mind that if you want people to read something, then you want to have the least amount of words there, because when you have things like this that are like word walls, then people's attention can easily just go ahead and skip it. But now, and speaking of skipping, let's go ahead and move down into her about section. So she starts off her about section, saying, I believe even the hardest things, misunderstood tools, complex stories, or painful experiences can be turned into a force for good. Then she goes on to position having a social media presence as something that can be super valuable for individuals and businesses. Personally really like how she includes quotes from her target audience here. They say, Social isn't working for us. This is so frustrating, and you are my laptop before I thrown the towel. Now, I bet these ones were very carefully picked quotes by her. These weren't just three random things. She got this by actually talking to a lot of professionals within her knees. She also keeps it light hearted because she adds in some humor here. She said, Yes, I'm very proud of my Swedish roots. So you might hear me talk a lot about quality over quantity, VCA breaks, and clarity and everything that I do. So, right, she's just wanting to connect with her audience and reading this that she's not just like a robot. We get to see some personality within her about section, which is a great place to go ahead and convey this. Then she goes on to kind of give some kind of CTAs here, where she says, The ways to work with me. They can go ahead and subscribe to her free newsletter or hire her in these different positions. As you can see, she also has another part of her about section that is quite interesting and that she has a case study here. So she has her case study. She gave the explanation here, the solution, and results. This isn't something that I've seen many people do within Linktn, but in the people that I've talked to, a lot of them have said that their clients, the people that they have gotten from their LinkedIn, have said that this was something that made them trust them more. So this is just something to keep in mind, where if you do have a case study, a meaningful one, then putting it right here in your about section is not going to hurt. All right. Now let's go ahead and move on to our next profile, and that's going to be Richard Bliss. Now, one thing that you can immediately see, which I think he does quite well, is use the banner carousel function. So we can see him in multiple different contexts here, but all of them are in a form of social proof, right? Because we see him talking in front of a large crowd of people. Again, we see all of these people here focusing their attention on him. We get his company here, Bliss point as well, and yet again, one more picture of him talking at some kind of conference. So I think this is a great use of this carousel function with the banners, because it's really just constant social proof. And when you can't have social proof in words like a K study, because obviously you're not going to put a K study in a banner, what you can do is have it in visuals. And one of the best ways to do it is showing a lot of people focusing their attention on you because that means you are someone that has something important enough for people to pay attention to. As we move down, we get to see his title here. He's the CEO of Best Point and he's an author. He's an international speaker, a veteran, and he finishes it off with saying, B the trusted voice your industry can't ignore. Now, I like his title because he's showing different aspects of him that are all going to be very valuable in his context, because each title that he proposes communicates something different, right? He's a CEO, but he's also an author, which an author and CEO aren't something that's related. They're communicating different things. But he's also an international speaker and a veteran. So you can see that these titles aren't redundancies, because they're unique in their own aspects. Now, let's go ahead and scroll down to see his about section right here. Now, as we see, he has his about section be a little shorter than everything that we've seen so far. But he starts it off quite strong. He says, Your Linkedn presence should work harder than you do, building authority, attracting opportunities, and making you top of mind in your market. So, this is a great first line for his target audience, people that want to grow on Linkn. Because he's stating these common goals. People that want to grow using Linktn want to build authority. They want to attract opportunities, and they want to be the top of their market. He then follows this by saying exactly who he helps. This is his ICP. He works with executives who understand that in the 21st century, he then follows this by saying exactly who he works with his ICP. He says, I work with executives who understand that in the 21st century, influence isn't just earned in the boardroom, it's built in the. Okay, so he has a hook speaking directly to his audience. He has his ICP listed, so people reading this can say, Hey, that is me. Then he goes on to give some social proof. He says he's a CEO, and he draws on 18 years as a marketing executive in a decade of global speaking to help leaders. Then he kind of shows both the features and benefits to what he has to offer. Right here, it's the benefits. He turns digital hesitancy into market authority. I'll help you build a leadership presence that crosses cultures in generations and create a scalable influence system that their teams can execute. And he does this by his approach. So he has military strategic discipline as a former Army artillery captain and more points that just go ahead and hit home on his social. Again, as everything up to this point is kind of almost following a system. He then breaks this, which I like. He says, on a personal note, I'm a Linked in top voice influencer. I've lived in South America and Asia. I'm fluent in Spanish, and I'm a world record holder in board gaming. This one is my favorite line right here because it's funny. It doesn't really have to do with anything that he's trying to sell here with his profile, but it's just a nice little bit of information. Again, it's the same principle that we saw on BrinsPfile where she just put that little note about her being Swedish. He finishes this all off with a call to action. He says, If you're ready to lead where your markets attention already lives, we should talk. Okay. So now, this is going to bring us into our final profile right here, and that is going to be Ivan Mana. Now, the first thing that I want to point out here is that he has a different kind of banner. Here, he's using his banner as a call to action. He says, Let me grow your business online. He's speaking directly to his audience here, and he has a call to action and saying, Get free training or my done for you setup with this banner. You have to do is go ahead and visit his website right here at ivanmana.com. But you can see that having all of this information here, having all of these words is something that still works, right? Because we get to see him here. These are very legible. It's easy to read, and it all just flows naturally here into his website. Now, as we move down, we also get to see his about section. His about section isn't as strong as the ones that we've covered, but it still has a lot of the key things that we want to see. We see him talk a little bit about himself, have some social proof. He then identifies his ICP directly. He says, whether you're just starting out or already have a business, my goal is to help you build real skills, like creating websites and funnels, running ads, setting up tracking, and doing email marketing without the flufferller. Then says, If you prefer, I just do it all for you from start to finish. So again, this is just another framing of his offer, and he has his little call to action here. Check out what we offer on my website. Now, I'd say this here isn't as strong as it could be. I would say this has to be in a separate section all by itself on its own individual line because you have to read through this entire thing to then get to the call to action, which is just this little part. So I'd say you could do a little bit better there. But here, he gives a little bit more of his personal life. He says, Outside of work, I love escape rooms, board games, running and mentally stimulating conversations. Maybe a little nerdy and bland, but, hey, it's okay. At least he's giving some insight into himself. And why does everyone talk about board games? I don't know. But hey, I love board games, too. Now, one thing that Ivan does great that you'll see on almost every successful LinkedIn page is he's very consistent with his posting. He has one day ago, three days ago, five days ago, six days ago, one week, one week, two weeks, two weeks, you'll see that being consistent in your activity is going to be great because that not only helps you grow passively, but when people come and view your profile and they continue to look through, look at your experience, they're also going to see how you appear on the feed and showing that you're active and you're constantly delivering value just a great way that you can consistently sell your audience as to the fact that you're an authority, and they should listen to you. Alright. Well, I've hoped you've gotten a lot from this lesson and being able to see how different people frame their profiles in their own ways. Maybe you got inspired, maybe you saw things that you can improve on your own profile and things that you should maybe stay away from. 11. Why LinkedIn Is Better Than Cold Email: Let's be honest. Cold outreach can feel awkward, spammy or hit or miss. And that's because most people are doing it wrong, especially on LinkedIn. They treat it like an email list or a pushy sales call, but LinkedIn isn't just a place to contact people. It's a place to build context before the pitch even lands. So this lesson is all about understanding what outreach really is and why LinkedIn is one of the best platforms in the world to do it. So what is outreach, really? Outreach is any proactive effort to connect with someone who doesn't know you yet, has a potential need or interest in what you offer. And has not asked you to reach out. So, in other words, it's you knocking on the door, not them walking into your store. So it's starting conversations, building pipelines, generating leads, reaching potential collaborators, clients, hires, investors, et cetera. But there's a few things it definitely is not. It is not mass blasting. It is not copying and pasting the same message to 500 people, and it is not jumping straight into a pitch. Effective outreach is strategic. It's relevant and it's relationship driven. So before we get into why LinkedIn is so powerful, let's talk about why outreach usually falls flat. First off, it's not personalized. Saying, Hi, first name, I help businesses like yours grow fast. Cool. Deleted. It's too pitchy, too soon. Someone accepts your request, and, bam, a four paragraph wall of text with a county link. No context, no relationship. It is not targeted at all. So reaching out to random people who don't match your ICP is like casting a fishing net in the desert. Zero value is offered. An outreach that doesn't help entertain or intrigue means outreach that is just plain ignored. So now here's where LinkedIn flips the game. Well, first, we have built in context because every profile is a mini CRM. So, this means that you can see where someone works. You can see what content they post, who you have in common, what tools they use, what industry they're in, what they care about. There is not a single email list out there that gives you this kind of insight. The difference between saying, Hey, I saw you a B to B SAS founder using HubSpot. Curious how you're handling outbound right now versus, hey, I help business owners grow. Want a demo? So, right now, I want you to guess which one of those messages is going to get a reply. Obviously, it's the second one. No. Wrong. Obviously, it's the first one. The next power of LinkedIn is that people are in the right mindset. So on LinkedIn, people are already thinking about work. They're open to opportunities. They're curious about tools, service, and advice. And they're there to build their network. Now, compare that to cold email or Instagram DMs, where your message is usually interrupting someone's personal flow. On LinkedIn, your outreach is expected as long as it's done right. Now, the third thing to mention here is that search and filters are incredibly powerful. You're using basic LinkedIn or Sales Navigator, as we'll go over, you can slice and dice your audience like a pro. So you can do this by job title, company size, industry, location, hiring status, seniority level, and technologies used. So no need to buy lists, no need to guess. You can find exactly who you're trying to talk to and build a workflow. Next, multi step touchpoints are natural. So unlike email or phone outreach, where you only have one shot to get noticed, LinkedIn gives you a natural multi step sequence. They see your comment on their post, you view their profile, you send a connection request with a short note, and they accept. You then send a follow up with something relevant. They check out your profile and content and you offer value or ask for a call. At that point, you're not just another cold message. You're a known face and their notification. Of course, when I teach you the best LinkedIn outreach method, it's going to be a little different than this. But still, these touchpoints are natural and they do exist. So this layered contextual approach makes LinkedIn feel warmer, even when it's cold. Now, the next thing to discuss here is your one profile click away from credibility. Most people check your profile before reply. Now, if your profile is well optimized, as we covered earlier, it does the heavy lifting for you. So it builds trust, I positions your offer, it gives some social proof, and it tells them exactly what you help with. This means, even if your message is short and casual, your profile amplifies your pitch. So compare this to a cold no visual cues, no face, and no content, text in a box. On LinkedIn, your outreach is backed by your presence. Now let's talk ingredients. Here's what Great LinkedIn includes. Your first one is ICP clarity, and that's your ideal customer profile. So you know exactly who you're targeting and why. Now, don't worry if you don't have your ICP locked in because that is exactly what we are going to work on in the next lesson. Now the next thing is profile research. So, this means that you don't just send the same thing to a growth marketer at a 10% startup and a CMO at a Fortune 500. Now, this leads us into our next ingredient, which is going to be personalized intros. So mention something real here, a shared connection, a recent post or a company milestone. Next is value first. So before the pitch, offer something helpful. So a resource, an insight, even just a compliment. Our last two ingredients are going to be multimedia touch points. So that's going to be using gifts, videos, voice notes, whatever you can do to cut through the noise, and clear CTAs. So want me to send over a quick loom, or would it make sense to chat this week? In short, you make it about them, not you. Now, the beautiful thing is that LinkedIn doesn't have to feel cold. Why? Well, that's because you've already connected. They've probably seen your face before. They can check your profile, posts and websites, and you can warm up the connection through content first. Now, you might be thinking. All of this sounds great, but I don't have the time to write personalized messages to 100 people a week. Well, you don't have to because that's exactly where smart systems come in. So you can use tools like clay to enrich profiles with extra data. And you can create unique gifts that are going to stand out no matter who you send them to. But let's make it super clear about what not to do. You do not want to pitch in the first message. You do not want to send a giant paragraph, and you don't want to pretend to be just networking and then pivot into a pitch. And despite how fast you want to get into things, you do not want to use automation tools to mass connect from day one. Now our last thing is don't forget to follow up. Once or twice a week is fine. You want to respect people's time, respect the platform, and play the long game. Alright, so stay tuned. The real magic is about to start. 12. Finding Prospects with Boolean Search Made Easy: Now that we have our ideal customer profile, the people that we actually want to target with our messages defined, now it's time to use LinkedIn to actually find those people. Now, LinkedIn makes this quite easy for us right within the software with their Boolean search terms. So what is a Boolean search term? Well, a Boolean search term is a way to combine keywords with simple operators like, and or and not. Or quotation marks as well. And they essentially just allow us to make our searches on LinkedIn much more precise. So for example, let's go ahead and type in marketing and managers. So right here, we're able to see this and is a Boolean search term. So right here, it's linking the two words of marketing and manager. So when I search this, it's going to show me people that have both of these terms within their profile. So if we scroll down to people here, then we can see. And if we click on these profiles, then they should have both marketing and manager within their profile, at least at some extent. Now, another way that we can use this is using our quotation marks. So with a quotation mark, it's going to show me this exact phrase that I've typed in here with social media manager. So not just social media, not just manager. This is going to be this entire phrase right here. So we can see everything that is highlighted here. It's all social media manager, right? It's not social media and then separated manager. No, it's all social media manager. Now let's continue. Let's do some more examples that can reflect probably a lot of your ICPs out there. And let's say for this example, what we want to do is find founders or CEOs within SAS or software industries. Well, this is going to be taking it a step further. And that's because we're going to be mixing in multiple Boolean search terms. So let me show you how we can deal with these. So here we can see that we have these Boolean terms or and, but there's also parentheses here because I'm making it clear for the search query that SAS or software is its own thing, and founder is going to be another thing we're going to be searching for. Oh, let's go ahead and hit search here. And here for this first one, we see that this person is a founder. Let's see if they have anything to do with software. And we can see right now that the current position that they hold is the founder of this SAS platform. Now we can back up here, and we can go over, let's say, to this profile we can see right here, again, the position that they are currently holding right now is an AAS company in which they are the founder and CEO. Now let's do an example that is going to target more small businesses. So here I have a longer one typed in. I have a founder or owner and a restaurant or a cafe. We're looking for essentially the owner of some kind of local restaurant or cafe. And I have the United States listed here. But let's go ahead and make this something that is going to be even more targeted. And instead of putting United States, I can go ahead and say, New York. So now, if I go ahead and hit search, we should be able to find right here a few people that at least match this exact curie. So let's look right here at the first person that is going to pop up. We have Robert Malta here, who is a CEO and a founder. And we see that he's part of the New York City Restaurant Group. He's also a real estate investor and developer. Now, let's go ahead and back out. Maybe let's look for someone else right here. We have another restaurant owner. Again, we see some more right here, owner of a restaurant in Brooklyn. So we get to see that these Boolean searches don't just make stuff up. They actually give us exactly what we need. But the filtered searches don't just stop there because what we can do is come in here into the all filters. Now, I'll show you a software in which we are able to essentially take an extension of these filters, an extension of our Boolean search terms and take it to the most specific that we can. But for now, just know that within LinkedIn, what we are able to do is filter by not only our search terms right here, but also this entire list of essentially limiting demographics here, because what we have here is first, we have location. So what we really don't need to do is put that here in the search term because we can come right here and add in a location to do this. But one thing that is nice about this is that typically it's going to take our search terms and what we usually search within LinkedIn based on either our prior search history or what our profile is itself to give us recommended locations as to where we should want to filter this. Have current companies we have connections of, so we can add people here. We can look for followers of specific creators. So, again, this is something that's going to be super specific here. You can imagine just how tailored you could get these marketing messages of. We also have past companies here, school industry, profile language, service categories. So you can clearly see the hardest part about this is really just defining the exact kind of person who you want to reach out to because once you have that definition there set in stone, then you're able to essentially come here, put in a few words, check a few boxes, and get exactly the ICP that you are looking for. So LinkedI search functions are essentially OP. There's no other way of putting it. Now, in the next lesson, we are going to look over how we can go about creating entire files of your exact ICP and then being able to essentially just execute all of your marketing messages and your marketing flow. 13. My Go-To Outreach Strategy That Actually Gets Replies: This lesson, I'm going to put you onto a LinkedIn automation sequence that can get you calls like crazy. Now, when we first went over Lemlst, I showed you here in the contacts tab. How we were able to add new contacts with this People search or a CSV Import. And I said we'd come back to this Linktn Import. Well, now it's time to go over this LinkedIn Import to start out this lesson. So the first step of this is that you're going to have to download the EmlessEtension. Now, this is super simple. If we just come here to the Chrome Web Store, you can just go ahead and add it. So now, once you have this downloaded, we are now going to go in LinkedIn to actually use this. So now I'm here in LinkedIn, and I have my EmlessEtension right here. So the way that we're going to do this is first, we are going to input a search query. Now, here I put Udemy and instructor. And as you can see, this and right here is in all caps, and this is what we call a Boolean search query. So what this means is that it is only going to give me LinkedIn profiles that have the terms Eudim and instructor within their profiles. And the other ways that we can use these Boolean search terms is if you have not or or. So for example, I could put Udemy, not instructor so that gives me all the profiles that have Utomi, but they do not have instructor in them. So this could be like people that work at the company Utomi. And then the or term would give me any profile that has either or Utomi or instructor, and it will also provide profiles that have both. So now I'm here at the search results of Utomi and instructor. Now, to put this into mls, what we have to do is first come over to the People tab. Now, if I scroll down you can see that there are 100 pages here with ten profiles per page. So there are 1,000 profiles that fit this search query. So now what we want to do is push all of these profiles into mlst. So to do this, I can just come down here to this drop bar, and then I can push profiles from all pages. So if we come up to this, we get to see that all of the profiles are going to be imported. Now, this is going to be nearly 1,000 leads that are going to be imported into mlst with just a click of a button. But right now, I don't have a campaign that I've created to actually push them into. And I could put them into my contacts, but I want to keep it a little bit more organized and put them all into one campaign. So let's go ahead and move back into Lemlst and I'm going to go ahead and create a new campaign to do this. And the start of the campaign is going to be to send a connection request or invitation on LinkedIn. So now that I have this created, I'm going to name this LinkedIn automation. So now that I have the first step of the sequence here and it's created, I can go back here, and now I can come select the specific LinkedIn automation campaign. And then I can click Enrich Lead and add to campaign. Now, it says, leads will soon be imported into your LinkedIn automation campaign. So now if we come back here and come to lead list, in a couple seconds, we're going to see all of the leads import into here. So now, as we see these leads are being imported and the numbers only going up. But now before we continue, I also want to show you here within Linktn that I could select these enrichment tools right here. So I could find their verified emails or their phone numbers if I want to do a multi platform campaign. Since that's unnecessary for this campaign that I'm running, I'm not doing it. But in the next lesson, we're going to go over these multi platform campaigns, so stay tuned for that. Okay, so now I'm going to come back here into mls. Now that we have all of our leads, 816 imported, I'm going to come back here and we're going to start with the fun stuff, and that's actually creating the sequence. Now, the first step of this is going to be sending the invitation right here. And I'm going to have it set so it's sent immediately. And what we're going to do is then add the next step, and it's going to be a conditional statement, and that's going to be accepted Invite. And I'm going to click it, and I'm going to change this to wait until they accepted an invite. And then once they accepted the invite, once they accepted that connection request, we're going to move on to the next step of this, which is finally going to be sending our first message to them on LinkedIn. Now, a mistake that a lot of people make on Linktn is that once they connect with someone and they accept that connection request, their first message to them is their pitch. It's a whole paragraph or even multiple paragraphs about whatever it is that their offer is. Now, I could go on a ramble about why this is not optimal, but you should just take my word when I say that people are not going to be receptive to your sales pitch immediately after you connect with them when they do not know you at all. So because of this, our first message to kind of warm our leads up is going to be something very simple. And it's going to be a gift. Now, you might be questioning where I'm going with this, but let me go ahead and add the gift to this message, and then we'll talk about it. Alright, so I went ahead and added in my gift. So to do this, you just come over here into images, and then you can upload your gift. Now, right here, you can see that this gift is something specific. It's a gift of me saying hello to these leads. Now, yeah, this is a little silly, but that's kind of the point of it because we want this to help in warming our leads because we want to kind of come in with this soft and happy kind of intro. And it's something that we just are hoping that they are going to respond with in a positive fashion because in doing so, it indicates that these are warm leads. Another comment to this is that this gift and what I'm doing here isn't something that's just random because this is something that is speaking to my niche directly, because I'm working with Utomi instructors, and Utomi is an online course platform. So what I did here is I went to a classroom with a chalkboard. And I went ahead and wrote hello because I'm working with online instructors. So this is something that's relevant to them. So if you're working in a niche, let's say, finance, then you can go ahead and do this with computers behind you that are showing stocks or something similar, and you can just be waving there. So you can kind of tailor this to your niche, which is going to then increase your conversions with these. What I want to do is create a message associated with this. So we're going to send the gift, and we're going to say awesome to connect with you first name. So now I went ahead and wrote this message out. Awesome to connect with you, and then we can go ahead and add in first name just like that. In terms of the automation, this is it. This is the entire sequence that we're working with. Now, you might be asking, how am I supposed to schedule calls from this point with just saying awesome to connect with you? Well, that's because what makes this sequence so special and so effective is how personalized it would be. So following this message, what we want them to do is we want them to respond with some emotional response. We want them to give something more than just a thumbs up or a simple hello. We want them to say, ha ha. It's great. Or we want to see some investment from them to indicate that these are then warm leads for us to move into our next step, which is going to be sending a personalized video. Now, I've been running this campaign for months. So let me just go ahead and show you one of the campaigns that I have ran with this so you can kind of get an idea of how these personalized videos should look like. Alright, so now we are here in one of my LinkedIn messages where I did this. So we can see that I have my gift right here saying hello and awesome to connect with you Lucas, we see this guy's name is Lucas Hal. Then we can see that he responded with an emotional response here. He said, Thanks for connecting. I see that we're both doing online education. This indicates that he's warm, and therefore, it tells me that I need to go ahead and send him a personalized video. Now I don't want you to kind of get over your head here and start worrying about this personalized video because all it really needs to be is 60 seconds. It should be no longer than 60 seconds, definitely not longer than 90 seconds because people aren't going to go ahead and watch these super long videos that you're going to send to them just as if they are going to read like long paragraphs that you're going to be sending them if you're gonna be doing these pitches. So, it should be a concise, little video, and now I'll show you the video that I sent this guy. Lucas, you're right. We are both doing online education and I actually have your Utomi profile pulled up here, and I think it's awesome that you have all of these students with just three courses to your profile. Um, right now, I actually help instructors grow their Utomi profiles. But I'm in the process of creating this community that's going to be more tailored to the individual experiences of the instructors on Utomi. So as a pathway to creating this community, I'm trying to get on calls with as many instructors as I can to just see what their experiences, what your experiences on the platform. And while we're at it, I can share my own insights as to the accounts and profiles I've ran myself on UTM. So Hopefully we can get on a call and we can discuss and chat about this stuff. It would be super helpful. So, as you can see, it was a simple video that I sent to him. It was under 60 seconds long. And I was concise in what I was asking for him. I wasn't trying to sell him anything. All I was asking for was to get on a call with him because I'm building this community, and I essentially want to learn more about my target audience, which is to Instructor. I also did offer him some value in saying that I've ran a lot of accounts myself, so I can give him a little bit of my insight on the call, as well. So again, I'm calling him out by name, and I'm also mentioning not only what we went over in this chat, but also what I see in his Utomi profile. This is something that I researched. So this is something that's hyper personalized. Now, another thing that we have to is also add in this question right here, and how does that sound? Because oftentimes people can see these videos and they might not watch them, but they have to watch them if I'm asking, how does that sound? So if they're going to respond, they need to see exactly what I said. So now let's go ahead and look at the end of this message. It's as simple as this. He said, Sure, give me your calendar. And then I said, Awesome. Here it is. And then I sent him my comply link. And this video that I sent him literally took me minutes to make. It was super simple. Now, although it is true that this sequence I was using in creating research calls and trying to get people on research calls, they weren't sales calls, essentially. Everyone that I'm getting on these research calls, number one, I'm learning more about my audience, which makes me better able to market to them. And number two, are all people that I'm going to reach out to and also are going to be people that are likely to buy my community, to buy into my community once I actually release it. So the last thing that you should do is think that this is wasteful because I'm not directly selling them anything in the call that we have scheduled. Now I'm back here within mls because we're not fully done with this automation quite yet, because one thing that we have a limit on and one thing that we have to pay attention is to the amount of invitations or connection requests that LinkedIn allows us to send per week. And that number is limited to 200 connections. So I'm going to come over here to my lead list, and as we can see, I have 816 leads imported, which is much higher than the 200 weekly limit. Oh, now what we're going to have to do is come over here into the launch sequence. So now we have all of these leads, 816 that we want to eventually receive this sequence. So now, in order to send out all of these connection requests and not run into any issues, to be able to limit this to only 200 per week, what we have to do is come over here. We're going to click Launch for 816 leads, and now we are at our campaign launch recap. So what we need to do here is we need to edit the time between each lead. So let's go ahead and come over here into edit settings, and then we're going to come over into schedules. And here, what we want to do is we want to go ahead and either modify a schedule or we can create a new schedule. We have to do here is essentially have a schedule that's set up where we are not going to be sending more than 200 per week. So it depends if you have Sunday and Saturday. It depends how many days of the week that you have selected, but let's say that we have five days of the week selected. That means that we would have to reach out to 40 new leads per day in order to reach this 200 CAP, because five times 40 is going to be 200. In my case, what I can do is I can actually decrease reaching out to a new lead every certain amount of minutes. So here I have it set to 39, which is going to be perfectly fine. It's a little bit under the cap. So giving me a little bit of leeway here. And I can go ahead and add this schedule. So now that we are left with just this schedule, what we can do is come back here. And now we see that the time between each lead is 14 minutes. So now all I have to do is click this button right here, and then our campaign has started. So there you go. This is how you can set up, automate and run the simplest and most effective LinkedIn outreach strategy. 14. How Recruiters Use LinkedIn to Find Top Talent: Before I begin this lesson, let me say one thing. I'm not a certified recruiter, and I'm not working at a staffing firm. And I don't have decades of HRs. But I have used LinkedIn to hire freelancers, video editors, growth marketers, course instructors, and developers from multiple companies, from one off projects to long term partnerships. And LinkedIn has been my go to tool. Why? Because it gives you direct access to real people with real skills who are actually open to new opportunities without you needing to go through gatekeepers or sift through resumes that look like MD. This lesson, I'll walk you through why LinkedIn is so effective for hiring, even if you're not a pro, how to source talent for free, no recruiter plan needed. What recruiter gives you if you choose to upgrade and how to write outreach messages that feel human, not robotic. Let's get into it. Tn is built for professionals, but it's also a searchable hiring database if you know how to use it. Whether you're hiring for a full time role, a part time freelancer or just need help for a few months, LinkedIn gives you a bunch of things. The first of which is filtered access to talent. So you can search by job title, location, skills, industry, past companies, current company, language, education, so much. This isn't a job board where you post the listing and hope someone sees it. On LinkedIn, you actually go and define them. So that puts the power back in your hands, but it's also dependent on the level of subscription that you have. Because with a recruiter plan, you're able to filter by much more variables than you are with a free plan. So this is just something to keep in mind. The next thing that's worth mentioning is context beyond the resume, because with LinkedIn, you're not just seeing a list of bullet points. You're seeing a bunch of other things. There mutual connections for warm intros, what people post about, so their interests in tone, their side projects, portfolios, endorsements and recommendations. With that extra content, you can essentially get a vibe check for a potential hire, and that really isn't valuable. The next benefit here is immediate outreach because once you find someone promising, you don't have to wait to be matched or for an application to come in. You can just message them. So that might be a cold email with the right plan, a mutual connection intro, or even just a comment on one of their posts. The bottom line is that you don't need permission to recruit on LinkedIn, and that's incredibly powerful. Go ahead and start with what you can do on a free account because, frankly, this is where I started. So, to make the most of it, you want to first use smart keywords and Boolean searches. So we have a whole lesson dedicated to these Boolean searches, but you can start by typing in the job title that you're looking for. So let's say video editor, growth marketer or flutter developer. Then you can click people and apply filters like location, current company, their school. And you can also use, again, these Boolean logic in your search. So you can add capital and or capital or capital not. With and, you could look for a growth marketer that's in SAS. So growth marketer and SAS. With O, you can look for, let's say, multiple positions. So you could say a video editor or a motion designer. And with No, you're going to be excluding certain things. So a web developer, not wordpress. That essentially just gives you more control, which makes your results more relevant. Now, LinkedIn doesn't give you a great pipeline tool for free. So you'll want to track your leads manually here. So you can create a simple air table or a Google sheet where you list things like their name, their LinkedIn URL, so your notes, like what stood out to you. If you contacted them, this can be a yes or no, single select value, if they're responded to you. So again, this can be a yes or no, single select value. And then the stage, are they in interview? Are they waiting or are they now hired? So this essentially just becomes your mini recruiting CRM, especially if you aren't working with hundreds of potential leads. Tip that I do want to mention here is that you should be leveraging Chrome extensions, so tools like hunter dot IO, because they can help you pull email addresses from the LinkedIn profiles directly. You can also check their portfolio links or personal websites for contact forms. But here, just be respectful. This isn't about scraping. It's about doing your homework. Now, at some point, if you're hiring regularly or you want control, then recruiter light might make sense for you because it does give you a few extra things that we don't have on our free plan. First is going to be advanced filtering. So you get access to more granular filters, like years of experience, job change activity, if they're open to work, things like this. So what it does is essentially just allows you to target active qualified candidates way faster. You also get more inmils. So you'll get 30 inmail credits per month to message people outside of your network. This means that you're not stuck waiting to connect first. So this massively expands your reach and lets you connect with people who are active but not necessarily looking. You also get pipeline management tools. So you can save and organize candidates and projects and then add notes and tags to each person. So it's like turning LinkedIn into a mini ATS applicant tracking system. You also get save searches and alerts. So you can save a search and get notified when new candidates match your filters. That means that your talent pool can grow passively while you sleep, and you're always first to spot emerging talent. Now, Begs this is the question, is it worth it? If you're hiring once or twice a year, maybe not. But if you're growing a remote team, hiring for multiple roles at once or just wanting to poach talent from your competitors, then recruiter Light essentially pays for itself fast. Even with one great hire, it makes it a no brainer. So at this point, you might be asking, Okay, so this is all cool. I understand what I need and how to approach it. But how do I actually write messages to people that will get replies? Okay, you found a great profile. Now what? This is where most people mess up. They write like robots. They brag or worse, they just copy and paste. So let's go ahead and fix that. Here's a message that I've sent dozens of times with a reply rate that's over 50%. You'll first start out with a greeting. Hey, name. Came across your profile while looking for a role with key skill or experience. I'm building a small team for and you can put in some quick context here. So, for example, you can say in online education company that teaches marketing. And follow this context up with I think I'd be a great fit. Would you be open for a quick chat this week to see if it's a match? No pressure at all. I just wanted to reach out personally. Then sign off with your name. So, that's it. It's simple, clean to the point. And if you want some small personalization tips, then you can also reference something from their profile. So past company, a post or project. But make sure that you keep it under 100 words because we don't want to send a huge block of text to somebody, and they're probably not going to read it all. So we want to keep it short, concise, and to the point. And you want to avoid jargon and buzzwords here, and then end with just a soft CTA, like open to a chat because people appreciate honesty and brevity. So don't oversell, just connect. We also have a follow up strategy because oftentimes people just don't respond, but that doesn't mean that you should ghost them. So what you usually do is just wait three to five days, and then you can follow up. You can say something like this. Just wanted to follow up in case you missed this. Still interested in chatting if the timing works for you. Just keep it casual. One bump is usually enough. All right, now let's go ahead and go over a quick recap because we've covered a lot. LinkedIn is a gold mine for recruiting, especially if you use search smartly. You don't need recruiter light to get started, but it helps as you scale. Boolean searches and smart filters equals better results. Your outreach message matters more than anything else. Make it human and track everything in a spreadsheet or CRM. And lastly, follow up, but don't be annoying. Now as we wrap up, I just want to leave you with some extra ideas of ways that you can approach this. You can first join industry specific LinkedIn groups, and then you can scout the comments to look for talent there. You can also search by certifications. So, for example, they can be Hubspot certified, AWS certified or meta Blueprint. Now, another way that we can use comments is we can look for people who comment on posts from companies that you admire, because they're usually very active, engaged and interested in new opportunities. And you could also reverse search via GitHub balance or dribble and then connect the dots on LinkedIn. Okay, that is it for this lesson. I'll see you in the next. 15. How the LinkedIn Algorithm Really Works: Most people post on Linktn like they're tossing a bottle into the ocean. They write a decent post, they publish it, and then pray. But LinkedIn doesn't work like that. There's a system an algorithm deciding whether your content shows up or whether it vanishes in the void. And once you understand how that system works, well, you can then predictably increase your reach, build a trusted personal brand, and drive real results. And those results can mean a bunch of different things for you. They can be profile views, they can be leads or conversations. So let's go ahead and actually break it down as to how this all works. So the Linkedn algorithm is going to decide who sees your post, how far your content spreads, which post gets boosted, and which ones get ghosted. And with Linktn, it's not about being viral. It's about being valuable. So what this means is that Linktns feed and algorithm is going to prioritize a few different things than you would normally see with, let's say, Tik Tok. Here on Linktn it's going to be based on relevant and thoughtful content, real conversations, and things like relationship building. So to keep it straight with you, if you treat it like TikTok, you're going to fail. But on the other hand, if you treat it like a conference room full of smart people, then you'll win. But let's actually take this a step deeper. How are your posts actually evaluated? Well, when you post on LinkedIn, a few things happen in the background. First is going to be a content filter check. So your post is going to go through a spam filter. So if you use excessive links, obvious self promo, or click Baty or AI generated garbage, then it's going to get buried immediately. So to avoid this, you just want to keep your post clean, native, and human. No spammy formatting or all cap shouting. Then following this, there's going to be an initial micro test. So with this, your post is going to be shown to a small sample of your most engaged followers, so people who've liked or commented on your stuff before. So then it's going to look for a few things from that small group. The first of which is going to be dwell time. So this is going to be how long people stop scrolling. Next thing is going to be clicks. So if they click See More to get that expanded view of what you have to say, or if they click on your profile. And then as a branch off of these clicks, you're going to have engagement here. So these are going to be likes, comments, repost, and followers. So if somebody follows you after watching or seeing your content. That test group engages, then your post is going to unlock the next level of reach. Now, if not, then it'll just stop there. So something to keep in mind, at least for this step, is that the first hour is going to be crucial. So because of this, you want to post when you know your audience is most active. So for example, if you live in the United States and say you're on the East Coast and a lot of your connections and followers are also on the East Coast, then don't go ahead and post at 12:00 A.M. Now, this is going to move us into the next phase here, and that's going to be the distribution phase. If it passes that last test, then Linktn is going to start showing it to a few more groups. So more first, second and third degree connections are going to start seeing this now. And calling somebody a degreed connection is just going to delineate how many followers they are away from you. And delineating by a degree of connection means how many followed individuals is that person away from you. So a first degree connection is going to mean that somebody who follows, someone who you follow is then going to see that. Now, a second degree connection is somebody who follows, someone who follows you. So you see how these kind of branch out. So if Linktn starts to see that you're getting good engagement from these non followers, then this is obviously going to be a big signal for them. So that's essentially how you go beyond your bubble. And a tip to do this is ask engaging specific questions at the end of your post to drive some discussions within your comments. So now that we've covered an overview, let's talk about specific content strategy. So Dwell time, something that we mentioned earlier, is actually something that's very important because if people stop and actually read, that is gold for Linkedn because people are staying on their platform. So to kind of attack this, at least within our copy, we want to have short lines, line breaks, and good storytelling. If this is going to be some video content, then you want to make sure that you are really focusing on this storytelling aspect. So a way to get really good at this is to master the use of hooks, white space, and short paragraphs. The next thing to mention is that comments are valued more than likes. So comments, especially thoughtful ones are worth way more than likes, and replies to comments keep the engagement loop going. So obviously, what you want to do here is to not just post in Ghost. If somebody comments on your post, then go ahead and respond to them because that's going to keep the comments flowing, the discussion flowing, and you are going to be getting more comments on your post by doing that. The next thing to mention here is that posts that are saved, bookmarked, or shared send strong value signals. So this can be lists, guides, frameworks, anything that they're going to want to save for themselves or potentially show other people that they know within the same industry. Now, one thing to note here is going to be profile quality. So although this is kind of about maximizing our organic reach on the feed, yes, your profile itself still matters. But lucky for you, if you've listened to everything that we've went over up to this point, then your profile should be rock solid. Besides your profile itself, something else that is important is going to be consistency. But don't overdo it, as we'll talk about in just a second. One thing to avoid is going to be external links because one of the most important things for LinkedIn as a software is going to be keeping people within LinkedIn. So posts with outbound links often get throttled. So if you do want to use links, then put those links in the first comment or invite DMs to get those links. So I said consistency is important, but one thing that we want to avoid is posting too frequently. So this is going to be posting multiple times a day. We don't want that because that can just come off as spammy to Linktn's filters. Things that we don't want to do is ignore comments because there we are just ignoring gold. So make sure we have thoughtful replies to each one of your comments, so it can encourage more discussion, and we can get those points from Linktn. Another thing that we want to avoid is posting with zero engagement history. So this is called cold posting. If you haven't engaged with any other accounts or anything else on the feed of Linktn, then this can be a bad signal for Linktn. So make sure that you're active on the platform, not just only within your own content. The last two things that we're going to want to avoid are going to be within our text body. The first of which is going to be to make sure that we do not drop links within that test body. Again, if we want to put links, put them in the comments, and the second thing that we want to avoid is writing in blocks of dense text with no formatting. Because here, what we want to do is use our white space. We want to write in single lines that are going to be easy on the eyes and not just blocks of walls of text for people to not really understand. The thing that most people miss is that the algorithm learns from your behavior. So, the more that you engage with B to B founders, the more you'll show up in their feeds. And the more that you comment on posts about AI, the more you'll see and be seen in that niche. So, the more consistent your tone theme, and timing, the more the algorithm sees you as an authority. So here, just be consistent and post weekly and stay in your niches lane. So now I want to provide you with a checklist. Before posting, you should run through this list. Make sure that you have a strong first line. Make sure you have short paragraphs and clean formatting, a clear CTA or question, zero outbound links in the post body, an engaging headline or list, and a time to post that you know makes sense with your audience. And remember, stick around to reply to those comments. Now, you don't have to beat the algorithm. You just have to understand it. So when you provide real value, engage authentically and stay consistent, the algorithm works with you because at the end of the day, LinkedIn isn't a content platform. It's a conversation platform. And the algorithm is just trying to reward the best ones. 16. Knowing When to Go Organic vs. Outreach: If you're serious about using LinkedIn for business growth, marketing, hiring, or personal branding, it's critical to understand the two main tracks for getting results. The first of which is organic. So that's when people come to you. The second, as we've discussed, is outreach when you go to them. Both are powerful, but both also have different goals, timelines and strategies. And the best marketers and creators on LinkedIn know how to use both effectively, not just one. In this lesson, we're going to break down exactly what organic and outreach mean on LinkedIn, how they're different, how they can work together, and when to lean into each. So what is organic LinkedNGrowth? Well, when we say organic, we mean inbound attention that you don't manually initiate one on one. So this includes people seeing and engaging with your content, so your post, videos, polls, et cetera. Profile visits from people who found you via a comment or a share, inbound connection requests from people in your niche, and messages from people who say, Hey, I saw your post about XYZ. You didn't reach out to them. You didn't pitch them. You showed up, and they followed the trail to you. Organic growth is all about creating pull. So what makes organic so powerful? Well, organic LinkedIn is like compound interest. It builds over time. A good post today might get 2000 views, but those 2000 people now know your name. Some of them will follow you. Some of them will check out your website, some will reply to your CTA. And tomorrow, well, you post again and your reach grows. So on LinkedIn, the algorithm rewards consistency, relevance, conversations, and comments and visual content, especially native video and carousels. So every single impression is a tiny micro touch point. It builds trust without you saying a word in a DM. Another thing that organic does for you is it positions you in different spaces. So it can position you as a thought leader in your space, a trusted voice that people come to for insights, a go to expert for a specific audience, ideally, your ICP. And when the timing is right, that trust converts into calls, sales, partnerships, or opportunities. So at this point, we know what outreach is. But let's have a little review. Well, outreach is when you go first. So you define your ICP, then you find them using search or tools like Sales Navigator. You then send a request request and follow up with a message that's ideally tailored and relevant. Outbound, proactive, and hands on. You're the one who's opening the door, not waiting for someone to knock. So in terms of pitting them against each other, organic versus outreach, there's a few key differences. For example, we have volume potential. So with organic, we have a volume potential that is high over time. So, this means that as you continue to post and grow your following, people are going to see you. The limit here as to the following you can grow is essentially endless. But with outreach, it's not the same story because we're limited by the amount of requests and messages that LinkedIn allows us to send. But on the other side of this coin, if we look at time to result, with organic, this is more of a slow br. Because we are going to be growing our community over time. But with outreach, all it takes is one potential lead who is open to what we have to sell them, and that can be it. But of course, and just looking at this chart, you can see that both don't have to live exclusively in their own domains, meaning that you don't only have to practice one or the other. So one way that you can look at this is that your organic can fill the top of the funnel while outreach moves people down the funnel faster. So that leads us to the question. Why should we focus on organic? Well, organic is going to be your jam if you want to build a personal brand or become known in a niche. Or if you don't have an urgent need for leads, but want to nurture an audience, or if you're looking for inbound opportunities. So invites, collabs, and referrals. Another option here is if you want to be searchable. So, for example, people Google you and your content pops up. Organic is long term. So it pays off massively if you're consistent for just three to six months. Also get easier with time. Your network grows, your content starts working even when you're offline. You stop needing to introduce yourself because people already know who you are. So now, on the other side, when do we want to focus on outreach? Well, outreach is gonna be great for you if you, for example, need calls booked this month, or if you have a narrow, well defined ICP. Also, if you sell a high ticket offer, if you're just starting out and you want to manually build relationships, and if you're under 1,000 connections and not posting regularly yet. That's because outreach gives you control. You don't have to wait for views and likes because you can go directly to the source. You can take action and you don't have to wait on the action of others. If you already have great content, then outreach becomes much easier. So people can reply more because your profile is sharp. You can link to relevant posts as proof or conversation starters, and you're not just a stranger. You're that person who posts valuable stuff. Now it's time to talk about the real magic, and that's going to be combining both. Organic and outreach aren't opposites. They're fuel for each other. Work together in a few different ways. Outreach can help your organic because more connections equals a bigger audience for your posts. And more profile views equals a better algorithm visibility, and more DMs equal more people checking your posts. Now let's look at it the other way. How does organic help your outreach? Well, you'll have a higher reply rate when your name is familiar. You'll have a better trust factor when your content backs your pitch, and it's easier to warm up leads before messaging. This is what we call the Linked in flywheel. You create value with content, connect with people who engage, reach out with relevant ask or offer, and deliver again, via content and repeat this whole so now let's say you're a LinkedIn consultant helping law firms get more clients. Your organic flow can be you posting three times a week with tips specific to legal marketing. You share carousel posts, breaking down client wins, and you comment on posts by legal professionals and get seen. Now a few partners at firms are going to see your name regularly. One can reach out to you via DM. Another clicks your profile and sees your banner and CTA. You've done 01 on one messaging, but they came to you. Now your outreach flow. You search for a managing partner at firms with five to 50 employees. Send 50 connection requests per week, and when they accept, you send them a short loom or gift with value. And then from this, you book five to ten discovery calls, and when they check your profile, it's full of organic proof. They already feel like they know you. Now, beware of the big mistake, thinking that organic is outreach. Just because someone likes your post doesn't mean that they'll book a call. You still have to follow up. You still have to DM people who engage and invite people to comment, and you can drop a CTA, but gently, don't overdo this. Organic content doesn't close deals by itself. You do. So don't be afraid to mix the two. It's the strategy that will give you the best results. So now that you know the difference, we're going to dive deeper into the organic side. So how to grow with content, how to create posts that convert, and how to turn followers into fans and leads. And later we'll also explore how to systemize your outreach for consistency and scale. Both sides of the Linktn coin working in sync. Let's go. 17. Growing Fast Through LinkedIn Videos: Want to grow on Linktn organically, not just likes, but actually build trust authority, and business, then video might be your best tool. Why? Well, Because video is the closest thing to real life interaction on the platform. People get to hear your voice, see your expressions, feel your confidence, and absorb your message on a human level. Not just about content, it's about connection. So because of this, this makes video the fastest way to build brand awareness, share expertise, stay top of mind, and get messages across in a noisy feed. But here's the thing. Most people still hesitate to post these videos on LinkedIn, mainly because they're scared that it won't be professional enough or that they don't know what to say, or they think it needs to be polished like a Tett. Now, none of that is true. And by the end of this lesson, you'll know exactly how to plan, film and publish high performing LinkedIn videos with ease. So let's get right into it. Let's start with how video actually performs on Linktn. Videos can keep people on the platform for longer, and Linktn loves that. So the algorithm notices when users stop scrolling to watch, whether they click, see more, and whether they react, comment or reshare or rewatch. Yes, Linktn can tell. This means a short engaging video can often outperform a long text post with the same exact message. Next, there's also a visibility advantage because Linktnspeed is increasingly visual because people scrolling during their lunch break are way more likely to stop out of face or movement than just a block of text. Even if your pose doesn't go viral, it'll get noticed and noticed again when you show up consistently. Now, video isn't always the answer, but let's cover when it actually is the answer. Well, if your goal is thought leadership in a niche, then this works because it builds trust faster than text. This is also helpful if you want to share some personal stories because they're more emotionally resonant. Other use case is if you want to explain some complex ideas because you can use visuals, gestures, and tone. And product demos are especially useful here because this is the whole concept of showing versus telling when it comes to marketing and sales. This is exactly where you can go ahead and do that with a video as opposed to doing text. Now, lastly, another great use case here is if you are going to be going over some client case studies because you personally going over this is going to be adding in more credibility than someone just reading your thoughts and what you have to save on a text. Now, with that being said, not all videos are created equal and not all need fancy equipment. So let's go over some of the most effective formats that you can use. The first of which is going to be talking head tip videos. So this is just going to be you in front of the camera sharing one quick insight, and the length here is going to be something 30-90 seconds. And you want to use this if you're teaching, explaining or giving advice on some topic within your niche. So here's an example. Here's one thing I wish I knew before running my first Lee on campaign. Or this mistake made me lose over six figures when I started in eg. The second types of videos are storytime or behind the scenes videos. These ones are more casual and reflective, and you can just shoot them on your phone. Your length here can be 1-2 minutes. So you can use this if you're telling a personal story, sharing lessons, or humanizing your brand. So, for example, let me tell you about one of the most embarrassing things that happened to me during my first client call ever. Or I probably had the worst first client call ever, and it's not even close. Now the next type is going to be screen recordings or demos. So you walk through a tool, process or workflow, and here your length can be a bit longer. So you can use this if you're showcasing a product, a course, or a how to. So, for example, here's how I create personalized LinkedIn messages using AI in under 30 seconds. Now, next, we have interview clips or testimony. This can be footage of a conversation, client call or Zoom snippet. The lengthier is going to be something a little bit shorter, 30 to 90 seconds per clip. So you can use this if you want to build social proof or highlight others. Now, the last type is going to be an announcement or launch videos. So this is going to be you inviting people to join something. Now, the lengthier is going to be something 45-90 seconds. We don't want to run this too long at all. So you can use if you're launching a course, a product, or a newsletter or some kind of freebie. So, for example, you can say, Hey, guys, we just launched our new GMB optimization course. And here's what's inside, and here's a promo. Okay, so now that you know when you should use video and the types of videos you should record, well, that leaves us with the question of how should you record? Well, the first thing that I have to say is that good enough is good enough. You don't need a fancy camera here. You don't even need a ringlight. You don't need a studio. You don't need to memorize a script. What you need is clarity, confidence, and plan. So let's talk about a minimum viable setup. What's the minimum that you can go ahead and start with? Well, that's gonna be simple. It's just gonna be using your phone's camera because often, that is perfectly fine with what we need to do. Something that matters more than your camera quality is going to be your microphone quality. Oh, of course, you can go ahead and start simple here with just using your phone or maybe an AirPod mic. But if you could having a lavalier mic here or just an external mic that's going to be recording your audio, it's going to be a little bit better here because clear audio is gonna matter more than four K video. And really, you have a benefit of using your phone because oftentimes using your phone's camera feels a little bit more personal than having a super dope setup. When it comes to lighting, if you don't have a ring light or face light, then what you can do is just face a window for natural light. So the next two things to pay attention here are going to be first framing yourself, so keeping your head and shoulders in the center and your camera at eye level. Don't be holding it up way up here or super low where you're going to be looking down into it. That's just going to be a little weird. And the second of which is just going to be hold still. So no shaky hands. If you can't just go ahead and use a tripod. When it comes to all of this, done is better than perfect. You'll get better the more you post. So don't have perfection, get in the way of you actually making progress here. So now let's cover what you should actually say in your videos. Now, obviously, I'm not here to say what you should cover specifically, but I want to give you a simple three part structure that works for nearly every Linkedn video. First part is going to be the hook. So grab attention in the first two to 3 seconds. So, for example, like I said earlier, instead of just saying, let me tell you about this embarrassing client story of mine, you could say, I made the worst possible mistake with a client that almost lost me the biggest payday of my life. So, in that case, I took something that was kind of bland and I just exaggerated because having these emotionally resonant words are going to be things that are going to pull people's attention. Now, on this same note, another practice that applies to hooks is framing things in the negative. So instead of saying, let me show you how this workflow increased my pipeline by 21%. You can instead say, This mistake can be costing you 20% reduction in your pipeline. Or if you want to be really provocative, you can just say, Your pipeline's trash. Now, the second part to this structure is going to be value. So deliver a tip, a story, insight, or a walk through. Here, you want to make sure that you're speaking clearly and you're being human. So keep it focused, use your hands, use analogies, and keep the energy. Lastly, depending on the video, you can end with a call to action. So something like, tell me what you guys would have done. Come and Blow. I need to hear it. Or follow me for more marketing tips. Or want help with this DME. Now I want to roll back and kind of talk about mindset again because a lot of professionals hold back from posting videos because they think I'm not charismatic enough. I'm not a YouTuber, and I don't like how I look or sound on camera. Now, I first want to say that this is all totally normal. I thought these exact same things. But here's the truth. On Linktn, being professional and human is the magic compo. You're not trying to be viral. You're just trying to be trusted, and people trust people who show up. That's it. Okay, now that I've got that out of the way, let's talk about some posting and optimization. When you're ready to post your video, you want to keep a few things in mind. And the first of which is going to be writing a great caption because yes, although it's a video, your text still matters. So you can use the text to tease what the video is about. You can add bullet point takeaways and ask a question at the end. The next thing to consider is to post at the right time. So the best days on LinkedIn are usually Tuesday to Thursday and between 8:00 A.M. To 11:00 A.M. Dependent on your time zone. But really, the real key here is just consistency. So post weekly or even biweekly and stay visible. And lastly, you definitely need to engage with your comments because the algorithm rewards conversation. So stick around for about 15 to 45 minutes after posting and reply to anyone who engages because this keeps the post alive and it builds real relationships. And once you start posting these videos consistently, you'll start to notice that you'll get more profile views, more connection requests, more DMs from potential clients, collaborators, and recruiters, and more authority in your niche. But more importantly, you get more trust, which actually leads to more business growth. Okay, now I want to give you some homework. Before this week ends, I want you to pick one idea from your niche. So whether this be a tip, story, mistake, or some tool, and record a short 45 to 62nd video on it, and then post it on LinkedIn using the Hook value CTA format. Just stick around a little bit to reply to comments. See, when I but it like that, doesn't it sound so easy and doable? Well, that's because it is. So you need to go ahead and do it because I gave you the homework, and if you don't get an F, and I'll call your parents. Okay, just jokes. But you'll probably be surprised by how many people actually reach out. Not because it was perfect, but because you actually showed up. Now, to wrap up, video isn't just another format. It's your best shot at building trust at scale. So don't overthink, just start posting. 18. Writing Non-Video Posts That Go Viral: While video can create deep trust, non video posts are the workhorses of LinkedIn Growth, because they're faster to create, they're easier to consume and one done right. They can be just as powerful at generating reach profile use and leads. And this lesson is all about how to craft high performing non video content that still feels valuable, personal, and worthy of engagement. The first principle that I want to cover here is that LinkedIn rewards quality engagement. So the goal isn't just to get likes, it's to create conversations and saves. So that means a lot of the same things with videos, the first of which being that we want people to stop scrolling to read out posts. We also want them to engage. And here we want to keep in mind that comments are more powerful than likes, which are more powerful than shares, which are more powerful than views. Also means that they click into your profile or save the post because the algorithm awards it by pushing it to morphetes. So you don't need to go viral to win, but you need to hook attention, deliver value, and drive action. So here's what we'll break down in this lesson. The first are text only posts. So this is the classic thought leadership and storytelling. We'll also cover carousels, which are swipable bite sized visables. And then we'll cover image posts. So charts, photos, screenshots, or memes. Lastly, we'll go over pulls, which are controversial, but they're powerful if used well. So the first thing that we'll cover is text only posts, which are the underrated heavyweight. So why do they work? Well, they're fast to read, they're easy to write, and they perform well with mobile scrollers. And lastly, they also require zero tools or design skills. So what's the structure of a high performing text post? Well, the first is going to be the hook. Your first two to three lines must stop the scroll. You can really think of these like email subject lines, and you can kind of use the same principles that we went over in talking about hooks for videos as well here. So something like I made a huge mistake. Or this trick saved me blank. And you could put a monetary or time value. The next thing to consider here is line spacing and rhythm. So you want to use short paragraphs here, about one to two lines. And you want to make your posts visually breathable. And use spacing to emphasize important ideas here. The next thing to cover is substance. So offer insight, story, or solution and avoid fluff or generalities. Lastly, we have our call to action. So don't sell, just prompt interaction. So something like curious what others think. How would you handle this? Or what would you do differently? Or tag someone who needs this. So an example, text post could start out with this hook. Most people get growing on LinkedIn all wrong because they try to post content, but content without conversation is just noise. So my secret to unlocking specific LinkedIn Stat here, I commented on ten posts per day for 30 days, and I sent five thoughtful DMs each week, and I turned replies into posts. No ads, no automation, and my profile views ten Xed. So you don't need more content. You need more connection. Let me know how your organic strategy is going down in the comments. Next, we're going to cover carousels, which are swipable visual authority. So these are uploaded as PDFs with multiple slides, and LinkedIn treats them like candy for the algorithm. So they work because each swipe equals an engagement signal, and they visually stand out in the feet, and they're perfect for step by step breakdowns. Now let's cover the anatomy of a great carousel. With our first slide, we want to have a big bold promise hook with a benefit. So how I got 1423 leads from LinkedIn for free. And then a subtitle can be the exact steps I use to repurpose one video into five posts. Then your next slides, let's say, slides 2 through nine, can be bite size lessons or steps. You can have one idea per slide. You'll have clean bold fonts and use arrows, emojis, icons for flow. And then in your last slide, you want to have a CTA. So follow me for more LinkedIn tips or on the template, drop fire emoji in the comments. It comes to creating these carousels, Canva is a great place for you to go ahead and start. Next, we have image posts, which are quick visual punches. An image can double your reach if it adds context or emotion. And there's a few types of image posts that perform. We have screenshots of results, dashboards or comments, real life behind the scenes, you working, launching or just failing, text overlays, so think bold quote or key takeaways. So here you want to use native image sizes. So ideally, 1,200 by 627 pixels or a square aspect ratio can also be fine. Also avoid stock photos and add in a strong caption, because the image grabs attention and the caption keeps them. And a P tip here is adding an image with a short story. This is an unbeatable combo. Lastly, we have pools, which are high engagement below trust. Pols can get crazy engagement because they're so easy to interact with. Who doesn't like answering a quick poll? But don't overuse them and never use them just for reach because that just burns credibility. So when do you want to use pools? Well, when you actually want feedback or insights, when the answer can guide future content and when it ties into something that you're launching. So, how should we write a good poll? Well, with the question, you want something specific and slightly provocative. So maybe something like which type of post annoys you the most or something a little more tame. Would you ever pay to upgrade LinkedIn? You want to keep your options to roughly three to four MAX. Your caption, you want to add in some context and encourage comments. So with polls, you just want to use them sparingly and only when you want true participation because they really work best as setup for future content, not standalone growth. So now, how should we approach all of these non video posts? Well, you should be posting roughly two to four times per week. Here you want to just find your rhythm because the quality of your post is going to matter more than frequency. But remember, done is better than perfect here. So you need to find a middle ground there. Next, you should keep a Swipe file. You should save posts that hook you and then reverse engineer why they worked on you. Next, you can batch content. So you can write three to five posts all at once and then schedule or keep them as drafts. Another thing that's important here is for you to mix formats. So alternate between text, carousel, image and video because you don't want to be predictable and then have your profile look dumb. So with these posts, you want to track key metrics. So track your impressions. So how many people are these reaching to? Check your comments, how many meaningful conversations are being had. Check your saves. The super high signal means that it was useful. You can also look at your profile views and connection requests after posting. And also another meaningful metric here is going to be DMs or click through. So every few weeks, you should review your top posts and ask what worked, what flopped, and what do I want to do more of? Now we have another homework assignment. Pick one of these post types that we covered, text, carousel or image and draft it now and use the formulas that you've seen. For a text post, it's hook and value and CTA. For Carousel, it's a bold first slide, followed by the steps and then a final CTA. And then for an image, it can be a screenshot or quote or a meme plus a short story. And finally, set a post one non video piece per week for the next month, for example, you want to have this goal be something that you can achieve no brainer where essentially not doing it will just be seen as pathetic. Because consistency in this organic LinkedIn world is cold. So to wrap up, you don't necessarily need to be on camera to grow on LinkedIn. You just need to be clear, valuable, and consistent. It's true that some of the biggest creators on LinkedIn have never even posted a video. But what they have done is mastered the art of copywriting, formatting, and framing and telling stories. And now so will. 19. Why LinkedIn Ads Are Still Worth It: Linkednads are one of the most misunderstood and underutilized tools in the digital marketing toolbox. Lot of marketers mark them off as too expensive, too is only for recruiters. And sure, LinkedIn ads aren't for everyone, but if you're selling B to B services, recruiting high level talent or trying to build trust with a decision maker audience, they're one of the best paid channels out there. In this lesson, we are going to break down why LinkedN ads matter when they make sense and what you should know before you dive it. Think of it as your strategic onboarding before we roll up our sleeves and walk through how to actually set them up. So let's get into it. Well, LinkedIn is a professional graph, not a social graph. On Facebook, you're targeting people based on life events, interests, and behavior. On Google, you're targeting based on what they're searching right now. On Tik Tok, you're catching attention based on entertainment patterns. But on Linkedn, you're targeting who they are in their professional life, their job title, industry, seniority, company size, location, years of experience, all of that. That precision makes Linktn incredibly powerful when you're selling something that solves a business's problems, requires budget authority, needs buy in from multiple stakeholders, or involves a longer sales cycle. If your offer lives in any of those zones, then LinkedIn ads aren't a nice to have. They're a strategic weapon. Now, before we get tactical, let's address the elephant. Linkedn Ads have a bad rap in some circles. Well, the CPC, the cost per click is higher than other platforms. Yes, LinkedN ads might cost you five to $12 per click, sometimes even more, compared to Meta or Gool ads, where you might get clicks for $0.50 or $2. But here's the thing. The click quality is night and day. You're not paying $8 to show your ad to a random teenager or a board Uncle. You're paying $8 to get in front of a VP of operations at a midsize SAS company. And if you close one $10,000 deal because of it, was the $8 click expensive? Nope. It was a bargain. Now, another reason they get a bad rap is because people use them like Facebook ads. But LinkedIn isn't about loud, flashy, hyper emotional ads. It's about relevance, professionalism, and clarity. So when people apply the wrong tactics like irrelevant memes or fake scarcity, they crash and burn on Linktn. But with the right strategy, your results can be absolutely remarkable. And then last reason for the bad rap is people just give up too soon. Another thing that differs LinkedIn from other ad platforms is that it's learning period can be a little bit longer. So results often take about two to three weeks to stabilize. So that's frustrating if you're used to your instant gratification that you might get on other platforms, but it's also a mote. Meaning most people quit too early, which means there's less competition for you. So, when do LinkedIn ads make sense? Well, the first example is if you're selling B to B services. If your ideal clients are businesses or people in specific roles inside companies like HR directors, founders, marketing managers, then LinkedIn lets you target them directly. So we know this. We can filter by company size, by job function, industry, and seniority. Now, no other ad platform gives you this mix of role and intent and environment. Now, another situation where LinkedN ads can be super useful for you is if you have a high ticket offer. So because of the higher CPCs, LinkedIn ads work best when your LTV or average order value is high. So if your product is $90, then it's not ideal. But if your consulting package is $10,000 or more or your SAS plan is $200 per month per seat, now we're talking. Now, the last example I'll mention here is if you're doing event marketing, hiring or awareness campaigns. So LinkedIn's ad formulas are especially good for everything that you see on the screen right now. In short, if you need to reach professionals at scale with specific intent, then this is your platform. So I mentioned CPC earlier. Now let's have a CPC reality check. Here's a simplified comparison per platform. So yes, LinkedIn is the most expensive per click, but it also lets you avoid waste because you're not paying for impressions from relevant audiences. And also, it's not just about cost. It's about efficiency and match quality. So think like a sniper, not a shotgun. So if you're used to seeing 1,000 clicks a day on Meta, Linktn might feel slow. But LinkedIn doesn't need quantity. It's about qualified decision makers. So would you rather get 1,000 random clicks in five leads or 100 clicks from exactly the right ICP and then 15 warm leads come out of it? Of course, it's the latter option. And LinkedIn can deliver that option if you do it right. So now let's look at a quick example of this. So let's say that you're a B to B consultant, helping midsize manufacturing companies streamline operations. Your dream client is a COO at a manufacturing firm with 50 to 200 employees. And your offer is $20,000 consulting package. Your hook is saved 10 hours per week and 50,000 per year in waste. So with Linked and Ads, you can target COOs by job title. You can filter by company size and industry. You can only show your ads in the US or Canada, and you can use a Legion form to drive traffic to your landing page. So you're not hoping someone stumbles upon your post. You're putting it right in front of them. So why Linkedn ads? Well, LinkedN ads are for people who want to get laser targeted with their BB outreach, shorten the time to awareness with high value clients, reach decision makers that other platforms just don't surface and play a longer term higher trust game. They're not for everyone. But if you sell to professionals, especially if your offer is high ticket or strategic, they can change the game. So in this section, we'll continue to talk about Linkedn ads, and we'll actually set up some ads together the right way so you know how you can approach. 20. Choosing the Right Ad Type for Your Goals: Cool. You've seen why LinkedIn ads can be so powerful. But before you jump in and throw budget at the first shiny format you see, it's crucial to choose the right ad format for your goal. Using the wrong ad type is using a hammer when you need a wrench. You might get the job done, but it'll take longer, cost more, and look sloppy. So in this lesson, we are going to go through what each major LinkedIn ad format category is, what does well, and where it might struggle, and real examples and best use cases of these. And then with this, you'll be able to decide which one fits your campaign. So the big categories in the LinkedIn ad space is sponsored content, sponsored messaging. Dynamic in text ads and lead forms. We'll cover those first three in this lesson, and we'll leave lead forms for a lesson on its own. So let's go ahead and break them down. So first, we have sponsored content. And this is going to be ads that show up in the Linked and feed, just like the regular posts. So they could be images, videos, KarusLs or even document ads. So this category is the largest ad category. That makes sense because there's a lot of ways that posts can show up on the LinkedIn feed. The idea here is to make someone scroll past your ad and stop and maybe read and maybe react and maybe click. The key features of sponsored content is that it's a native to feed. There's multiple formats. So we covered, there's single image ads, video ads, carousel ads, even document ads. Then there's also event ads. The last key feature of this is that it's a very powerful visual and narrative space. Because there's a few ad formats within this category, let's go over some goals and when you might want to use each specific format. If you want to raise awareness of a new product or service, then a single image or video ad is going to be your best route here. If you want to drive registration to a webinar or event, then a document ad or an event ad paired with a lead Gent form is going to be your best route here. And if you want to show off multiple benefits or steps, then a Carousel ad is going to be your best approach here. The strength of these is that they are highly visible because they're part of what people already browse on LinkedIn every single day. They're on the feed. So because of this, there is big creative real estate. So you can take advantage of this by telling stories and showing your personality. Another advantage is that there is strong engagement. So you'll have likes, comments, and shares that are going to boost your social proof. Now, there are also a few limitations. Because of how visible they are, they can be more expensive per impression. And if your creative is weak, then people will scroll right past them. When it comes to well performing video or carousel ads, they tend to require better production and more effort. So let's go ahead and cover an example here. Let's say that you're launching an eBook about five steps to scale client outreach. A Carousel ad could show each step with the final card being download the full guide. Or a video ad can show a short testimonial from someone who used that guide and got results. Now, let's go ahead and move on to sponsored message. So, sponsored messaging ads are ads that go directly in someone's Linked in inbox. So think of them as essentially DM's me ad. Now, there are two ad formats in this category. There's message ads and conversation ads. Message ads are a single message with a CTA. And conversation ads are more interactive. So you'll have multiple CTA options or paths within the message. So obviously, a key feature of this is going to be direct delivery to their inbox. So because of this, there is a higher chance of them being seen. And again, because you're in their inbox, where they are chatting with other people that they know, then it can feel more personal since it's you speaking to them as opposed to you speaking to a large feed. So, when do you want to use this? Well, it's best to use this to reach out to already engaged leads. Other use case is using this to promote something valuable and time sensitive. So like a free audit, a consultation or an offer. And you can also use this to send highly tailored outreach to Nisa audiences. So some strengths of these sponsored messaging ads is, first off, they have a strong open rate. And that's obviously because it's in their inbox. And it's good for action when you want a quick response. And because there's an element of an interactive format here, it lets you serve multiple options inside of one message ad. Now, there are limitations here. Now, one of which is a risk of being seen as spam because you're messaging someone that is too cold too often. Again, I said it's best to use this kind of format when you're messaging warm leads or at the minimum, high intent leads. And then, again, just like our sponsored content here, we have a higher cost per sent, and there are smaller audience segments here. And then another limitation is that there is limited creative space here because we don't want to send massive paragraphs. We want to keep our messages concise. So let's go over an example here. So let's say that you find 200 decision makers. We'll say they're VP of sales and they're in your target market. You can use message ads to send them a brief message. Hi, Name. I saw your post about pipeline challenges. We recently helped a company like yours cut lead follow up time by 50%. Would you be interested in a short call to walk through what we did? Or with conversation ads, your message could begin with W and audit. I can offer two options. Download our playbook or book a live call. Just reply one or two. Now we're on to dynamic and text ads. Now, these are two formats that are often grouped together because they live outside the feed and they serve different roles. For dynamic ads, these ones are ads that are on the sidebar or the right rail, at least on desktop that are automatically personalized to the viewer. So, for example, their name, profile image, company name all show up in the ad itself. So, for example, hey, name, see how we help their company with XYZ. So this category includes the individual ad types as follower ads and spotlight ads. And these ones are going to be best used when you want awareness and personalization together. So it makes the ad feel a little bit less cold. Another use case is if you want to grow your company page followers or drive traffic to a product or service landing pages with a personalized touch. Now, the strengths are quite obvious because it feels relevant because of the dynamic insertion of profile data. And because of this, it can deepen that trust quickly. It feels like the ad is made. Another great way that you can use these is as a secondary ad format. So it can support your primary feed or content ads. Now, the limitations here is that it's mainly only visible on desktop because there's very limited reach on mobile. And sidebar placements tend to get less attention than feed content. But with this, you also get a cheaper ad spend. Naturally, we're going to have less space for storytelling, and we know that storytelling is an integral part of how we want to frame all of our marketing messages. Now, how can you choose what ad is going to be right for you? Because we covered a lot. Well, here's a quick decision framework to help you well, you want to first ask, what is your objective? If it's awareness, then you want to go with sponsored contact or dynamic ads. It's lead generation, then you want to go with sponsored content or messaging ads. Event registration is going to be event ads. If you want to grow your following base, then go with your dynamic follower ads. Then you want to ask yourself, how cold is your audience? If you're talking to someone who doesn't know you at all, then avoid high pressure CTAs. So you should use feed content or brand messaging first. But if your outreach is warm, for example, they've already engaged with your content, then you can go to message ads or follow up content. And then what's your budget and creative capacity? You have limited creative resources, then you should avoid video ads and use single image ads or text and dynamic ads instead. But if you can invest, then video and carousel and document ads tend to perform better when storytelling or showing credibility matters. And if you have a preference about where you want your ads to be seen, like desktop versus mobile, then dynamic and text ads are more desktop focused. And if you know your audience is mostly on mobile, then you should prioritize feed formats like sponsored content or messaging. So now let's look at a few examples or use case scenarios. Let's say that you want attendees for a webinar happening next week. Well, in that case, you want to use event ads or sponsored messaging. This is because you can use feed ads to promote broadly and then message select high value people. Now, let's say that you're launching a new tool. You can use Carousel sponsored content and dynamic spotlight ads because these are going to showcase features and get early adopters to pull them. What if you want to nurture leads who visited your site? In that case, some sponsored content remarketing with message ads would do the trick there because feed content warms them, and then the messages are going to close the deal. So essentially, if you're looking for feed visibility, storytelling, and value first content, sponsored content is going to be the way to go. If you want personal targeted direct asks, then sponsored messaging and conversation ads are going to be the key here. And if you want hyperpersonal awareness or following, then sidebar impressions with dynamic and text ads are going to be the best approach. Alright. So understanding ad types is one thing. Picking the right one for your goal is what separates spent money with little return versus ROI positive campaigns. So before you launch any campaign, always ask, what's my goal? Who's my audience, and is this format matching their intent and where they consume their content? 21. Creating and Launching Your First Ad Campaign: On the last couple of lessons we've learned about what ads are in the different ad categories that exist on Linktn and how we can approach them. But now it's time to actually get right into it and see how these ads look within LinkedIn's ad manager itself. So the first step of this is going to be creating our account name. So here I just have Adam's Ad account, and I can go ahead and click Continue. So now what we have to do is associate a page with our account. And if you don't know, a page is essentially a LinkedIn profile that is dedicated to a business. So what you can do here is link your own personal LinkedIn page to this. If you already have a LinkedIn page, then you could go ahead and just type it in. Let's say if we're doing this for Nike, we have it right here. Now, if you don't, you can go ahead and come here and click Create New Page. Then it's just ask you a few simple questions like your business name, website, easy things that you can go ahead and fill in, and you can create your new page in a matter of seconds. Okay, so once you do that, you're going to go ahead and click Continue and make sure we also agree to the terms. Once we do that, we're then going to be asked, what's our objective? So what do we want to do with running these ads? Do we want to get more people to go ahead and get clicks on our website? Do we want to lead generation? So do we want to do this to then get people that we can then reach out to, or do we want website conversion? So do we want to get people on our website to then take some specific action like checking out? Now, these ones are going to be the main three that most of you are going to be choosing from, but as you can see, we have more options down here. As we expand this list, we get to see them broken down into three different categories of awareness, consideration, and conversion. So you can see that there's a natural funnel here, starting from awareness where nobody is knowing you, you're reaching out to strangers and getting them familiar with you all the way over to conversion, where hopefully you are going to have enough trust with all of your leads to then be able to drive an action like purchasing something on your website. For this lesson, what I'm going to do is start here in the middle. And we're going to go with something simple like website visits. So let's go ahead and click Continue from here. Now, following this, what we have to do is select our campaign type. Now, we have an accelerate option here, which is mainly going to be LinkedIn setting everything up automatically for us. Which is why in this lesson, what I want to do is walk through classic, so we can get a foundational knowledge as to every part of these LinkedIn ads. So when it does set everything up for you using AI, then you're going to be able to understand it and make small tweaks when necessary. Oh, let's go ahead and click next here. Now we're on to choosing our campaign group. So our campaign group is essentially going to be the bread and butter of this LinkedIn Ad. This is going to be everything that's going to be behind the scenes. So our targeting as to who is these ads going to work. What is our ICP. So let's go ahead and click Create Group, and let's go ahead and work through this. We are first going to start with group budget and schedule. This is where you're going to decide how long your ads run and how your money is spent. So at the top, you'll see the option to automatically optimize your budget. Now, if you have multiple ads in one campaign, then Linkedn can shift more of your money into ones that are performing best. So if you're just starting off on your ad campaign and you want to have more control over this, then you can leave this off. But otherwise, we can go ahead and turn this on. Now, when it comes to setting a budget, we have two options here. We can set a daily budget or we can set a lifetime budget. Now, one thing to know, with a daily budget, our minimum ad spend is going to be $30 per day. So just know that you're not going to be able to go lower than this. Now, another thing that I want to know is that with this minimum limit being $30, another thing that you should also do and keep in mind is that you want to be able to let these ads run for at least about five to seven days to get this learning phase in because LinkedIn is going to be getting in more information as these ads are ran for time. So don't just go ahead and set this in for, let's say, three days, and then you see that your objective isn't really converting, and then you go ahead and give up on this because that's not the approach that we need to take. These are going to be long term goals that we want to be setting to go ahead and complete. When it comes to our bidding strategy, for 95% of you, you're always just going to want to go ahead and select maximum delivery. With cost capped and manual bidding, this is more advanced advertising strategies that really, for the most part, are not going to involve a hypermjority of you, especially if you're just starting out, maximum delivery is going to be the way to go. Now, we move on into our schedule. Now, with our schedule, we have a couple options here in running our campaign group continuously or setting a start and end date. Now, if you're testing and you want flexibility, then I recommend running continuously with a smaller daily budget because you can pause anytime. But if you're promoting something with a clear deadline, like a webinar or an event, then it's better to set a start and end date with a total budget so you don't overspend. So now once we have this all set in, we can go ahead and click Next. But first, we have to go ahead and put in our campaign group name, and I can say test ad number one. Now, let's go ahead and hit next to move on. So now we're brought to our campaign where we essentially are going to hash out all of the last bits of this before we go ahead and post it. The first thing that's going to be asking us is, what are we marketing? And we can provide a name and source URL to then have LinkedIn optimize them to get more information about who most likely are the people to go ahead and take in our products. Now if you're starting from scratch, you can go ahead and skip this. But if you actually have something, have some URL with some information that LinkedIn can then scrape to get an idea about who would convert best with your product, then that is definitely something that you need to add in. Now, as we scroll down, we are going to get into audience. And this is us essentially just explaining what our ICP is. We want to get as specific as possible, but we don't want to minimize our target audience too much. So what do I mean by this? What would be a range that is too restrictive? Because right now we just have United States. Now, this target audience is over 270 million people. So what we don't want to have is a target audience that's, let's say, under 1,000. Under 1,000 people is going to be something that is way too restrictive for even Linktn to run. Now, even something 1000-5 thousand, that is something that could potentially be successful, but it is still pushing it and being very restrictive. You know, we want to have a very specific demographic we're reaching out to, but we don't want it to be too much. Now, I'd say, for most B to B campaigns, the sweet spot is going to be 10000-50 thousand. If you're going to be targeting a broader ICP or multiple regions, then 50-500 thousand is going to be something that's going to be a little bit more effective. So now let's go ahead and create our target audience. So right now our location is set here within the United States. Let's say that we want to make this a little bit more restrictive, right? We want to only reach out to people that are going to be local to us. And instead of just having United States, we want to have New York City. So we can just go ahead and select the New York City metropolitan area. So right now, we can see that one went from 270 million down to 20 million people. Now, another way that we can also specify this is we can come here and we can change this. Instead of being recent or permanent location, we could set this to just the permanent location. The permanent location is New York City, and let's say you want to exclude certain maybe borrows within New York City, you can do that right here. Or if you want to get even more specific, you can continue to do so right here in the locations. But for now, that is solid for our locations. Our location is just the New York City Metro area. Then as we're moving on, we get to see that your audience has their profile language set to English. We want to make sure that we're actually targeting people that can understand us. And now we're moving on to who is our target audience. So we can add in a buyer group, and then we get to add in attributes or keywords that are going to describe our so here we're able to pick up to three categories, so it's best to keep them tightly aligned with what you're actually selling. So, for example, if you're promoting analytic software, then you might choose business intelligence software. Right here, you might choose cloud management software, and you might choose business strategy software. But if you're in the SAS infrastructure, and you might unselect these and choose Cloud management software and Cloud security software. Now, also, let's note back to our product URL, what we skipped from earlier. Now, if you put your product URL here, then you're able to get category recommendations. So this is just another thing to keep in mind about how helpful having one of these product URLs can be. The key thing here is just to not get carried away because if you pick random categories just to broaden your reach, then you're going to water down your ICP and then pay for clicks for people who aren't even a fit. So stick to one to three categories that actually reflect your ideal customer in the most specific way possible. So for this example and actually creating our ad setup, let's say that we want to look for HR leaders who are looking for recruitment tools. So for our example here in building out this ad, let's say that we are going to be looking for IT managers who are going to evaluate cybersecurity solutions. So we can go ahead and select our cloud security software can type in cybersecurity as well. And for now, we can actually just keep it to those two. So once we have these selected, then we can go ahead and close, and we can move on to our next section here, which is going to give us a few other options. So let's say what we want to do is we want to narrow this by excluding any people that are going to have positions that are typically ones that we don't want to target, like interns, for example. What we can do is come into audience attributes, and what we can do is click Job Experience, and we can come to job titles. So here I can search for things like intern, and I can exclude all of these right here. Really anything that I want to select here, I can exclude. And one thing that's nice about these is that these are excluding by current job titles. So this isn't just job titles that a person has held, but these are going to be terms that are actively going to be cutting down the people that we don't want to be targeting within our campaigns. Now, one thing to know in doing these exclusions here is that you don't really have to go and invest too much time in excluding all of the people who aren't decision makers because what we did up here is use buyer groups. And buyer groups, what LinkedIn does is using its data is it looks at these categories that we have selected, and what it tries to do is reach the decision makers within those categories. So it's not just anyone who is within cybersecurity software or Cloud security software. What it does is it reaches those decision makers. Now, moving on, we then get to choose our ad format. Now, if you're unsure about which format you should choose, then you should go ahead and refer back to the lesson before this one where I go over all of the ad formats and which one is going to be best for your specific motive in actually creating an ad. For now, I'm just going to go ahead and choose a single image ad as we move on to our URL tracking parameter. Now when it comes to URL tracking parameters, if you're just going to be running ads within Linktn, then they're not going to be something that's going to be as important, but I still want to explain to you what these are anyway. The main purpose of these is going to be to be tracking your impact of the LinkedIn ad outside of Linktn. So URL tracking parameters are just little snippets of texts that get added to the end of your landing page URL. They don't change the page, but they let you see in Google Analytics or your CRM exactly where the traffic came from. So, for example, in this box, you see this link. Now, what this does is that it means when somebody clicks your ad, LinkedIn is going to pass the information to your analytics platform, showing you the click came from LinkedIn. So now you can see that if you are only going to be running things on LinkedIn, only campaigns on LinkedIn, then this isn't going to be something that is going to be very important for. But if you are going to be driving clicks to your website and you have multiple different platforms that are going to be directing into your website, then you can see that it might be important because you want to see how well LinkedIn is driving traffic to your website, as opposed to your Google ads, as opposed to your Facebook ads. So that's just something to keep in mind. And when it comes to actually setting up a URL tracking parameter, doing that in Google Analytics is as simple as filling in a few boxes and clicking Don to get your link. Moving on to the placements, these are going to decide where LinkedIn shows your ads. So by default, you have two options. You have LinkedIn and LinkedIn's Audience Network. Now, by default, you're going to have LinkedIn checked, obviously, because you're running these ads on LinkedIn, but you have the option to have them within their audience network or not. Now, this audience network extends your ads to appear trusted third party sites and apps where LinkedIn members are active. Your goal is maximum reach and you're comfortable with broader visibility, then keep the audience networks checked. But if you want tighter control, only showing ads inside LinkedIn, then you can go ahead and uncheck this. Now, next, we have something that's a little bit more niche, and that's brand safety and suitability. So this feature essentially prevents your ad from showing next to content that you deem doesn't align with your brand. So you can exclude categories like sensitive news, politics, maybe even alcohol. Or you can just upload a block list about where you don't want your ads to show. Next with our budget and schedule, this is something that we've already covered. So, luckily, we can just skip over this. Now, this last section down here is conversion tracking, and conversion tracking lets you measure what happens after somebody clicks on your app. So, for example, did they download your eBook? Did they sign up for your webinar or fill out a form on your website? Now, to set this up, if you want to, all you have to do is click Create New Conversion, and then you can define what action you want to try. Then, for example, with an insight tag, what you can do is grab this tag that LinkedIn then gives you, and then you can put this into the code of your website, and then it's going to track exactly what people are clicking. So that might be a little bit more advanced for us. So for now, what we can do is go ahead and click Next. You can go ahead and save what we have done to move on to our next stage. So now it's a point where we actually have to do the creative of our app. So to do so, we are going to click here and create new apps. Now, there's three panels to look at here. Right here we have our ad, right? And we can create multiple ads to house within this ad group. Here, we get to have the editing section of whatever ad we have selected here. And then over here to the right, we have a preview of how this is going to look to people on desktop and how it's going to look to people on their mobile phone. Now, because I have an image ad selected, this is what we are able to see. We have introductory text, we have a destination URL, we have a headline and we have a call to action with an optional description. So let's go ahead and go part by part, and we'll start with the introductory text. Remember that this ad is supposed to be based around cybersecurity. So this is a stat that I just looked up here, and I use this for our introductory text. I said, 60% of companies hit by a cyber attack never recovered. Don't wait until it's too late to protect your network. And then along with this, I want to move on to our headline here. Now, with our headline here, I said, You network is more vulnerable than you think. Now, this is because I want this to be something that is provocative. I want people to read this and feel a type of way, feel a strong emotional reaction when they see it. Because this is one of the main approaches that we can take when creating our copy for our ads. And what I implement here is just framing in the negative. So instead of saying, Hey, I can make your network way more safe, and the approach I took here was just framing it in the negative. So instead of saying, here are some ways that I can make your network way more safe, I instead say, your network is more vulnerable than you think. Now, for the media here, I'm not going to go ahead and upload anything, but what would work best with this would be a video. Because we have so little text here with our intro text and our headline, we really just want this to grab people's attention enough to take the little next step. Now, that small step isn't going to be redirecting to a website. That one is going to be a lot more investment. But if we can keep people on LinkedIn for this next step, then this is going to be something that's going to be much more attractive because there's less friction, right? People aren't going to be clicking this link, taking them who knows where they just want to stay within LinkedIn. So if we then couple this with a video, that is maybe going to be some kind of walk through showing how so many companies have their softwares which are easily exploitable, then this can be a very meaningful push to then push someone into your website to maybe book a call with you or to do whatever your desired action would be. But that then brings us into this section right here. Which is our call to action. So we get to choose from a different bit of these buttons. We can click Learn More, sign up, register, join, attend, request demo, buy now, Shop Now. Here, I will just click on Learn More because this is just going to be the name of this button right here. So you just want to have something that is going to make sense here. Learn More would be the best. And then for this case, I'm not going to have a description because this would be coupled with a video, which would be explaining more than a description ever could. So here, what we can do is click Save ads. Now, again, what you want to do if this is actually going to be something that you are going to be posting out, and you are going to be running these ads, depending on the kind of campaign you want to run, it's always good to keep in mind that you should create about five ads per ad group because this gives Linktn a lot to work with. And the more information you give Linktn, the more optimized it can actually be. Okay, so now that we have this all completed, our next step is going to be to be going over to our review and launch phase. And from that point, all you have to do is put in your card information, review everything is good, and then you will be able to launch your campaign. Now, another thing to keep in mind is don't worry if you are going to be stressed about creating all of these ad creatives because you can't have AI help you in a lot of the ways. Especially if you give it a lot of your at creatives and give it the things that you've learned throughout this course, then you're going to be able to prompt, let's say, Chat GPT or even the AI within Linktn to be able to give you some kind of copy that is going to speak directly to your audience in a way that is most effective. For example, if it's giving you some hooks that you don't like, you know, they're too generic and just seem too AI, then what you could do is say, Hey, go ahead and frame these in the negative, and then you'll instantly be getting better results that are going to attract more attention. Now, of course, this isn't the only approach that you should take, and it's not going to work with certain kinds of communications, but this is just a kind of guidance as to how you can approach from this point on, if you are someone that isn't very excited about creating these ads or you don't have a large team behind you that's going to be able to do. All right, well, that is it for this lesson. I'll see you in the next. 22. Getting Leads with LinkedIn Lead Forms: This lesson, we are still in our ads campaign manager. And what we're going to discuss here is going to be a very unique and valuable asset that we have in LinkedIn, which is lead generation Forms. Now, as you can see, it's already opened here on our sidebar under assets, which is a very fitting name here, we have our lead generation forms. So what is lite form? Well, a lead form is a built in form inside of LinkedIn ads that let people share their contact information, like their name, email, or company without ever having to leave LinkedIn. So instead of having to send somebody to a landing page where they might get distracted or they might click away, this form pops up right in LinkedIn prefilled with their profile details. So that makes it fast, easy, and friction free for the user, and for you. So it means higher conversion rates data. So let's go ahead and get right into it, and let's click on Create Form. So we're going to start out here with our form name. Now, the form name isn't going to be important for your leads because they're not going to see this. This is all an internal name. So you can name this whatever you want for your own records. And then we have a form image here. So this is going to be an image that you can upload here. It can essentially reflect what you do, your business. It can be a picture of you. It can be a picture of your brand. But you essentially want to have something here just because it brings it all together and it makes it look more professional than just a normal form that could be like a random Google form. So now we have our headline in details, and this is the part that convinces someone to actually fill out the so for the headline, what we want to do here is just keep it short, clean, and benefit driven. So think of it like a promise. So instead of saying something like download guide right here, we can instead say something that is more value driven. We could say, get your free LinkedIn Ads playbook. The framing that you want to have when you approach your headline is that the headline should answer the question, What's in it for me. Now, for the details, this is where you expand a little. You want to explain the value in one or two sentences and make it sound like a win for them, not just a pitch for. For example, you could have something like this, learn the exact strategies B to B companies used to generate leads on LinkedIn. Download the free guide and start applying them today. So in terms of further best practices for this, you want to keep it short and scannable, so don't write a wall of text. You want to focus on the benefit and not the feature, so make it clear how their life or business improves, and you want to match your tone to your audience. So you want to know your audience. You want to know the language that appeals best to them, so you can speak in that language, which means you'd be speaking directly to them and their needs. Remember that the form itself is already a barrier. There's friction there. So your headline and details are what makes someone think, Yes, it's worth giving my info for this. So now it's time to move on to our lead details section. So here, this is where we decide what information to actually collect from someone who's filling out the form. Now, for most of these, if we select them from this list, then these are going to be the fields that LinkedIn will automatically pre fill for us. So your leads won't actually have to put in any of their information manually. Now, the key here is balance because yes, it would be nice to include everything and get all the information we can. But every single thing that we add here is going to be a unit of friction. Because the more fields that we add, the fewer people will complete the form. So this means that you should only ask for what you truly need to qualify or follow up. So for most campaigns, you're definitely going to need first name, last name, email address. One thing that I would also add to this would be job title. So we can come here into work, and then we can select job title, and that will be added in right here. But as you can see, we have many different things for each category here. Right? We can have their LinkedIn profile, URL, their phone number, city, state, country, work email, work phone number. Now, for the most part, the email address that people use for their LinkedIn is going to, in fact, be their work email, but you would go ahead and add this one in just in case that these are two different values. Now we can come here into company. You can add the company name, size, and industry, their education as well. And demographic. Here, this is just gender. So as I already said, these ones right here, these fields are going to be automatically pre filled by LinkedIn excluding this gender one. So we can see with each one that we select, we get to see them appear right here. And you see that these ones right here aren't editable by our leads. Only the ones up here are. So these lead details up here, these fields don't necessarily add as much friction as what we're about to go over, and that's going to be our custom questions right here. These questions can be really any information that you want to collect from your leads. Say that you're using this form to garner info about your ICP. Well, a great question would be, what is your biggest challenge? So as a formula, your question can be this. What's your biggest industry challenge right now? And whatever industry your ICP is in, then you can go ahead and fill that in right there. Then in terms of how we can answer this, you can set this either to a multiple choice and add in your answers right here, you can add up to 15 different multiple choice options, or what we can do is have a single line input where people are able to answer the question themselves. Now, one thing to note about friction here is that multiple choice is going to be much easier for somebody to select and for somebody to answer in complete than having to type in their own answer right here. You can even see LinkedIn itself is giving us this warning. Just keep that in mind when you're creating your lead forms. If you're able to have them set as a multiple choice, then you should go ahead and do that. If not, then single line input would work. For example, with this question right here, what's your biggest challenge? If you've already spoke to so many people within your ICP, then you probably have a good idea of what their biggest challenge is. So what you can do is add in the most common ones that you've heard. Let's say you could have four right here, which are the most common, and then five can be other. So the more people that click O here, the more that you know that you don't have the best grasp that you could on what your ICPs challenge are. Alright, so now let's go ahead and move on to hidden fields. Now, hidden fields don't show up to our leads. They don't show up to the people that are going to be filling out these forms, but they get passed along in the data when somebody submits to. These hidden fields aren't going to be like the fields that we have up here where they're going to be collecting anything individual about the person, but they're more going to be for our organization purposes. So you're able to tag this with your specific campaign name, maybe the ad variation that they came from or internal tracking codes for your CRM. And with that, we then move on to our data privacy. So here, it requires you to put in a privacy policy, URL when you actually create. Once you put in your URL, you don't necessarily need to put in any privacy policy text, but you can if you want. And then moving down, we have disclosure checkboxes. So this is just going to be agreeing to terms and conditions that you set. You can set up to five of these. But again, we want to have the least amount of friction possible. So you should go ahead and only include these if you need them. Now we're on to our confirmation. So you can see that once we're up here, this is how the form is going to look for people. And then as we scroll down to our confirmation, now we get to see how the confirmation looks. So what most people do here is a missed opportunity. They'll type thanks for submitting and move on. But you want to think of your confirmation message as a mini call to action. So it should do three things. It should thank them for taking action. It should confirm what they'll get, like a guide, a demo, or a webinar invite, and it should give them a next step. So this could be visiting your site, checking their email or even booking a call. So I can type in an example confirmation here. So something as simple as this can work wonders. I said, thank you for signing up. Check your email for the guide, and if you'd like to see how we apply these strategies, click below to book a free consultation. You can link users to either your company website. You can then give them the option to download now and then put in the link for your free guide, and you can also have the book and appointment and then you can put in your Calendly link right here. Oh, you can see right here this is how the book and appointment form will look right here. Alright, so once you have all of your information put, you can go ahead and check how this is going to appear both on mobile and on desktop. And once everything is good, you can go ahead and click agree and create. And now we have our form right here. So now that we've created our lead form, the important part is, how do we actually use it? Because this is only really half the job because these lead forms don't just live on their own. What we have to do is attach them to an ad campaign. So let's go ahead and go back into one of our ad campaigns. So once we come under advertise, we can then come here and create a new campaign group that is going to allow us to use these Lee Gen forms. So, we can come and name this anything. Let's just say gen, we can select our Lee Generation. Our group budget and schedule is fine. We can go ahead and click Create. And now, within this campaign group, we can now create a new campaign. We can just go ahead and select a classic campaign. Then we can add in a new campaign, skip this, and then come all the way down here. You'd of course, want to put in your targeting, as I showed you in our ad walk through. But for now, we can go ahead and skip all of this, just so we can get to the point where we can actually put in our Legion form because you already know how to do all this, looking at the other lesson. So now we are here in the setup ad section of this campaign. So all we have to do is click Create New ads, and right here we have our form details. So we can just select the form that we just created, and then we'd come down here into the ad itself. We'd put in some introductory text. Right here, I can just put in something simple. Hello. And from this point, all you'd have to do make sure this form is all visible. We get to see that we have these three questions here and all the extra information below. And we can click Save AD. So now our ad is saved. All we'd have to do is come down here into the review and launch, and then we are all good. This Lee Gen form would now be public sent to our exact ICP because we did all of the steps before in actually sending in our audience and all of that good stuff that we went through in the ad walk through lesson. All right. Alright, so that is it for this lesson. And remember, if you have any questions about anything at all either through this lesson or from anything that we've covered in the course, please do not hesitate to drop your questions in the Q&A section, and my team and I will be there all the time answering anything that you have come up.