Podcast Summary: The Side Hustle Show – Episode 651: How to Make Money on LinkedIn
Release Date: January 16, 2025
Host: Nick Loper of Side Hustle Nation | YAP Media
Guest: Joe MacKay (from joemakkai.info)
Introduction
In Episode 651 of The Side Hustle Show, host Nick Loper welcomes Joe MacKay, a LinkedIn ghostwriting expert who has scaled his side hustle into a multi-six-figure business. The episode delves into strategies for monetizing LinkedIn, emphasizing actionable tactics that listeners can implement to grow their side hustles effectively.
LinkedIn as a Lucrative Platform for Side Hustles
Joe MacKay begins by highlighting the often-overlooked potential of LinkedIn as a revenue-generating platform for side hustlers. He underscores the platform's shift towards an algorithm-driven content distribution model, which can significantly amplify reach beyond one's immediate network.
Joe MacKay [06:11]: "That shift is coming to the algorithm on LinkedIn. It's, it's kind of arrived already and I think I'm seeing it getting more exaggerated."
The Three Types of LinkedIn Posts Every Side Hustler Needs
Joe outlines a straightforward content strategy based on three essential types of LinkedIn posts:
1. Awareness Posts
Purpose: Drive broad visibility and introduce oneself or the side hustle to a larger audience.
Joe suggests sharing personal stories, including the genesis of the side hustle, passions, struggles, and failures.
Joe MacKay [02:36]: "It's about telling a story to reach as many people as possible, to drive awareness and get your photo and your headline and your name in front of as many people as you can."
Examples:
- Personal journey narratives
- Challenges faced during the side hustle
- Milestones and achievements
2. Educational Posts
Purpose: Establish expertise and build trust with a more targeted audience.
These posts aim to educate the target audience about specific problems and offer solutions, demonstrating the side hustler's authority in the niche.
Joe MacKay [03:33]: "You're trying to demonstrate that you're the expert or, or you're the person that they should reach out to when they face the problem that you solve."
Examples:
- Step-by-step guides
- Client success stories
- Frameworks and mental models
3. Offer Posts
Purpose: Directly promote services or products, encouraging actionable responses from the audience.
Joe emphasizes the importance of making clear offers with strong calls to action to convert engagement into business opportunities.
Joe MacKay [04:39]: "Send me a message, book a discovery call inviting people to take that next step to deepen their relationship or do business with you."
Examples:
- Service promotions
- Free consultations
- Invitations to newsletters or webinars
Navigating LinkedIn's Algorithm
Joe discusses the evolving LinkedIn algorithm, which increasingly favors content creation over follower count, allowing even those with a modest network to achieve viral reach.
Joe MacKay [06:11]: "You are more likely than ever to see, yeah, viral type, more algorithm led content versus content from your direct network."
However, he cautions that virality should not overshadow the importance of targeting the right audience.
Joe MacKay [07:09]: "Getting in front of the right audience is the most important thing."
Building and Nurturing Connections
Joe advocates for a dual approach:
- Proactive Outreach: Using LinkedIn's search features to connect with individuals in relevant industries or roles.
- Content Strategy: Ensuring that the content shared reinforces expertise and nurtures these connections.
Joe MacKay [07:52]: "You need to go out and build your own Audience and then create, tend to feed that audience and nurture them."
Connection Limits:
Joe advises sending up to 100 connection requests per week, potentially doubling with LinkedIn Premium, while avoiding automation tools to prevent spam flags.
Joe MacKay [08:48]: "If you're doing it manually, you'll just get told that you've hit the limit."
Best Practices for LinkedIn Content
Joe shares several actionable tips for optimizing LinkedIn posts:
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Avoid External Links: LinkedIn's algorithm suppresses posts with external links to keep users on the platform.
Joe MacKay [17:33]: "Posts that include external links will get punished by the algorithm."
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Use Images: Incorporating selfies or relevant images can enhance post visibility.
Joe MacKay [18:11]: "Adding a selfie, adding a photo of yourself will definitely improve the reach of that post."
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Embrace Video Content: Short-form videos are gaining traction as LinkedIn introduces more video-centric features akin to TikTok.
Joe MacKay [18:36]: "Video is absolutely on the rise."
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Post Frequency: Adhering to an 80/20 rule, Joe suggests posting three times a week (Monday, Wednesday, Friday) around 8:30 AM local time.
Joe MacKay [19:10]: "Three times a week. Monday, Wednesday, Friday, sometime before most people would start work in your own local time."
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Batch Scheduling: Utilize LinkedIn's scheduling feature to plan posts in advance, freeing up time and ensuring consistency.
Joe MacKay [20:14]: "I try to batch at least a week in a time and get myself a week's Runway in advance."
Common Mistakes and How to Avoid Them
A prevalent mistake Joe identifies is the assumption that the audience knows what steps to take next to engage with the side hustler's offerings. This oversight can impede conversion.
Joe MacKay [30:59]: "We assume that we're creating all this content, we're sending these messages, we've updated our profile, it's clear that we've got this side hustle... that just everyone knows where to find us and if they wanted to engage us or learn more, that they would know exactly what step to take."
Solution: Regularly incorporate clear calls to action in posts, guiding potential clients on how to engage further.
Joe MacKay [32:04]: "Just repeating that process regularly and not being shy about that because you're adding new audience all the time."
Listener's Business Idea Donation: Building Custom GPTs
In the "Donate a Business Idea" segment, Joe introduces an innovative concept: creating custom GPTs (Generative Pre-trained Transformers) tailored to specific needs. By training ChatGPT with personalized data such as coaching call transcripts or proprietary content, side hustlers can develop bespoke AI assistants.
Joe MacKay [37:59]: "I'm seeing a million and one different uses for this. It might be a custom recipe GPT, it might be activities to do with the kids on a rainy weekend... endless possibilities."
Applications:
- Personalized customer support bots
- Content generation tools
- Specialized knowledge bases for niche markets
Joe emphasizes the potential for monetization by offering these custom GPT solutions to businesses or individuals seeking tailored AI interactions.
Joe MacKay [41:49]: "Custom GPT creation... could be monetized in a whole bunch of ways. Like could just be one to one training sessions... keel enriching your content."
The Triple Threat: Favorite Tool, Tactic, and Book
Favorite Marketing Tactic
Joe shares a strategy that bridges broadcast content with one-on-one engagement. He sends his LinkedIn or email content directly to select prospects, fostering personal connections and sparking meaningful conversations.
Joe MacKay [45:53]: "Sending that kind of one on one to a small handful of people in my orbit has really rapidly increased the number of conversations I'm having with relevant people."
New Favorite Tool
Joe discusses his recent habit change—removing the mail app from his iPhone to enhance productivity and reduce distractions. By confining email checks to specific times, he has improved his focus and work-life balance.
Joe MacKay [47:16]: "I removed the mail app from my iPhone... It really helped me compartmentalize my evenings and my time off."
Favorite Book
Unreasonable Hospitality by Will Guidara is Joe's top book recommendation. The book explores exceptional customer service and team building, inspiring Joe to implement personalized client gestures in his business.
Joe MacKay [48:48]: "I made a donation to a charity that I'm passionate about on their behalf and send everyone a personalized video note. It was a massive win-win."
Conclusion
Episode 651 of The Side Hustle Show provides a comprehensive guide to leveraging LinkedIn for side hustles. Joe MacKay's insights into content strategy, algorithm navigation, and innovative business ideas like custom GPTs offer listeners actionable steps to monetize their LinkedIn presence effectively. By combining awareness, education, and clear offers, side hustlers can build a robust presence on LinkedIn, driving both visibility and revenue.
Notable Quotes:
- Joe MacKay [02:36]: "It's about telling a story to reach as many people as possible, to drive awareness and get your photo and your headline and your name in front of as many people as you can."
- Joe MacKay [04:39]: "Send me a message, book a discovery call inviting people to take that next step to deepen their relationship or do business with you."
- Joe MacKay [07:09]: "Getting in front of the right audience is the most important thing."
- Joe MacKay [19:10]: "Three times a week. Monday, Wednesday, Friday, sometime before most people would start work in your own local time."
- Joe MacKay [30:59]: "We assume that we're creating all this content, we're sending these messages, we've updated our profile, it's clear that we've got this side hustle... that just everyone knows where to find us and if they wanted to engage us or learn more, that they would know exactly what step to take."
- Joe MacKay [37:59]: "I'm seeing a million and one different uses for this... endless possibilities."
Resources Mentioned:
- Joe MacKay's Newsletter: joemakkai.info
- Book: Unreasonable Hospitality by Will Guidara
Final Thoughts:
Whether you're a LinkedIn novice or looking to refine your existing strategy, this episode equips side hustlers with the tools and knowledge to harness LinkedIn's full potential. By following Joe's structured approach to content creation and engagement, listeners can transform their LinkedIn activities into significant income streams.