I was recently a guest on the SteadyRev podcast by Austin Futers. I rarely share my own perspectives on my podcast, and I want to change that.

In this episode, I talk about how to grow on LinkedIn, what’s good content, how to get ROI from posting, the role of commenting, how I’d start from zero today, and more.

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We I talk about:

* Why the people who do well on LinkedIn just do the basics really well - and what “the basics” are

* The 1 thing that will guarantee that your posts will tank

* What a comment I left under someones posts, that hit 130k impressions & 400 likes, actually proves

* Why Adam Robinson spends $20 per month in contractors, freelancers, and equipment on his Linkedin content

* The false idea that “good” and “bad” content is subjective

* Why most successful Linkedin creators are known for one format, not five, and why that matters to you

* How I would grow my LinkedIn from 0 today

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Some things I believe about LinkedIn:

* Every time I get too busy and stop engaging, answering comments, DMing people, my engagement drops, even when I feel like the content is the same quality. I don’t know if that’s the algorithm or just human reciprocity. I just know it’s true, so I just make it part of my day.

* If you approach LinkedIn from an ROI standpoint on day 1 and ask how many leads this is going to generate, you’re going to do it wrong. And you’re going to quit before it works. There are people who turned LinkedIn into a legit lead gen channel. Eg. Adam Robinson - but he also spends over $20,000 a month between employees, contractors, and equipment, as well as 10ish hours of his own time every week. But if that’s not you, you should think about LinkedIn as a brand play.

* On the flip side, the companies that stick with us for 2+ years almost always hit a moment in the first 3-6 months where it becomes obvious it’s worth it. They generate one great demo, two VPs at a conference walk up to the CEO and mention their content, a partner forwards your videos to their sales team. Stuff like that shows you that this is working.

* There is good and bad content. The false belief that it’s all random, that you just need to find what went viral and make it your own take. That is what makes people produce garbage. Your content is the product. When I write something, I ask: would a real person, like a VP of Marketing at a SaaS company doing 10m ARR, someone whose face I can actually picture, find this valuable enough to forward it? If the answer is no, don’t post it. This kind of content takes real work.

* Most people who do well are known for one format, not five. There’s almost no one crushing who does a video on Monday, an infographic on Tuesday, text on Wednesday, selfie on Thursday, AND doing all of it well. They’re usually known for one thing and they just get really good at it. Anthony Pierri from Fletch for inforgraphics. Gal Aga for text-only. Chris Walker for video-only back in the day. Everything works. Video, text, infographics, carousels. Everything. But an infographic doesn’t work because it’s an infographic, it works because it’s a great infographic.

* The people who do really well do the basics really well. What are the basics? (1) Add value, (2) actually engage with others, (3) be yourself, and (4) keep showing up. Do that for 12-24 months and there’s a very small chance you’ll not at least have built a decent audience that actually likes & trusts you. It’s when people think they can shortcut it, copy what went viral, say something controversial they don’t actually believe, make up stuff that isn’t true, that’s when it falls apart.

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Connect with me:

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/

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Thanks for interviewing me Austin:

LinkedIn: https://www.linkedin.com/in/austin-futers/

Podcast: https://www.youtube.com/@AustinFuters

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org

Some opinions on how to grow on LinkedIn