How to Turn One LinkedIn Post into 8 Qualified Leads

In episode #2876, Eric Siu and Neil Patel discuss the challenges and strategies of scaling LinkedIn Account-Based Marketing (ABM) campaigns, emphasizing the importance of engagement over mere views. They share insights on content marketing and tracking revenue generation. Don’t forget to help us grow by subscribing and liking on YouTube! Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT) TIME-STAMPED SHOW NOTES: (00:00) Scaling LinkedIn ABM Campaigns (02:46) The Value of Engagement Over Views (05:57) Hand-to-Hand Combat in Marketing (06:39) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Leave Some Feedback: What should we talk about next? Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency X @neilpatel X @ericosiu

• 0:00Speaker 00

  Finding customer information shouldn't mean digging through emails, call notes, and spreadsheets. HubSpot Starter Plan brings all of those details together, so it's easier to track what's happening with every deal and what to do next. It pulls information from calls and emails. Then it gets to work, logging and summarizing them. Right after your call ends, HubSpot pulls next steps from your call notes and drafts suggested follow-ups. And it stays up to date for you, so you can build demand, win more deals, and spend less time on repetitive work. Your records, insights, and next steps are ready for you to act on. And you don't have to miss a beat searching for any of it. Try the Starter Plan for $10 a month. Learn more at hubspot.com. On LinkedIn right now, if you wanted to target 500 companies, you have to make all those campaigns one by one. And I put up a post this morning because we have a little platform that helps you scale LinkedIn ABM.

• 0:43Speaker 00

  So what it does is with the click of a button, you can target 500 accounts at once. And you can use custom variables, "Hey, Amazon," "Hey, Microsoft," whatever. We talked to LinkedIn last week, and then they were like, "Yeah, nobody else can do this right now, what we're doing."

• 0:57Speaker 00

  I had my CTO put together a little GIF. And I was like, "Okay, just keep giving me GIFs from the product," right? And then I just threw it up to date for the first time. I was like, "Hey, LinkedIn Ads can't do ABM Ads at scale, until now." And I just wrote the story, right? And then, you know, I started posting it this month. You know, earlier this morning, there was like eight comments, and I was like, "Okay, maybe it's not going to go anywhere," right? And then, you know, like an hour or two later, it's like 24 comments. And I, basically, this is, "Guys, here's a story on this. If you're interested in this, type in "ABM is cool" as a comment," right? By the time I left to come record here, it was like 50 at lunch, 50 comments, now it's at 74. And then I was looking through some of the comments, and I was like, "Oh, VP of Marketing at Keeper Security," oh, that's a publicly traded company. "VP of Marketing at this company," I was like, "Oh, okay."

• 1:41Speaker 00

  So there's like something now, right? But that's eight MQLs. It's not even like, I'm not even talking about the views. Who cares about the views?

• 1:47Speaker 01

  Yeah.

• 1:48Speaker 00

  Eight MQLs in the LinkedIn posts.

• 1:50Speaker 01

  Yeah, that's amazing ROI. And I saw that post early on, and I liked it. I was like, "Oh, this is a really great post."

• 1:55Speaker 00

  Yeah.

• 1:56Speaker 01

  But tha- that's the key and most people get social media marketing wrong. You know, and Eric and I were talking about this because earlier this year, he ran an experiment where he created more broad-based content. Where he would have people like my rich BFF on the podcast and she would be like.

• 2:12Speaker 00

  Your rich BFF.

• 2:13Speaker 01

  Your rich BFF, your rich BFF. And she was like, if you don't leave your job every two years, or was it three years? Every two, every two years.

• 2:20Speaker 00

  You're losing money.

• 2:20Speaker 01

  You're losing money.

• 2:21Speaker 02

  So my thing is, is like, you need to be either up or out every two years. Every two years, you need to be getting a 10 to 15% promotion at a minimum every two years. Otherwise, you need to leave. You need to go somewhere that's going to pay you. Cause if you're not doing that, you're going to be making less.

• 2:37Speaker 01

  I don't necessarily agree with that, but that kind of stuff goes viral.

• 2:40Speaker 00

  Yeah.

• 2:40Speaker 01

  And I'm talking about millions and millions of views. You had another person who's talking about dating.

• 2:46Speaker 00

  Oh, my God. He, he, each one of his is like 350,000 views. The other one's at 300,000.

• 2:51Speaker 01

  Yeah.

• 2:52Speaker 00

  Long form views.

• 2:53Speaker 01

  And he had a lot of more quote-unquote broad content, like here's how to buy Louis Vuitton products that are really affordable, right? Not knockoffs?

• 3:01Speaker 00

  No, she, no, that was your rich BFF. She, she talks about why rich people buy fake bags.

• 3:06Speaker 01

  No, no. You also created other types of content like the mall in Italy?

• 3:11Speaker 00

  Yeah, that's us. We created that together.

• 3:12Speaker 01

  Yeah, I know, but.

• 3:13Speaker 00

  One of my Indian friends who lives in London, he told me his billionaire friends buys all this Laurel Piana for like 60, 70% off.

• 3:20Speaker 01

  You posted that on your social profile and that got millions of views as well, right?

• 3:24Speaker 00

  Yeah.

• 3:24Speaker 01

  So Eric went the route of also testing, and I say also, he didn't stop his other content, but he also tested more broad content. And what'd you learn from the broad content?

• 3:34Speaker 00

  The broad content doesn't convert. It might get people that notice you, like I was at a YPO dinner and the wives are like, oh, my God, I saw the Italy content. Good, right? You get a little claps.

• 3:44Speaker 01

  And Eric didn't care. And why didn't you care?

• 3:46Speaker 00

  It doesn't drive conversions.

• 3:48Speaker 01

  Yeah.

• 3:48Speaker 00

  Yeah.

• 3:49Speaker 01

  But what he just did with LinkedIn, it's not going to get a million views.

• 3:52Speaker 00

  No.

• 3:52Speaker 01

  And he doesn't care. Eight marketing qualified leads is way better than a million views on Instagram or LinkedIn or any social network.

• 3:59Speaker 00

  Yeah.

• 4:00Speaker 01

  And I think views is really a vanity metric. And too many people want to focus on them because they want that notoriety when they walk into dinner and get the claps. Eric never really cared for it. I don't care for that either. Of what we really care for is revenue. And with your content marketing that you're pushing out, if you can't track what's actually working and driving revenue. That means it's not doing well and you're wasting time on something. It doesn't mean you shouldn't do it. It just means that you're doing something wrong in most cases and you're looking at something that's a vanity metric versus focusing on revenue.

• 4:32Speaker 00

  If you're an agency owner and you want to grow faster, check out the Agency Owners Association. That's hosted by my podcast co-host, Neil Patel and myself. And we have other agency owners that are doing eight figures a year. They were doing nine figures a year. They sold their business for hundreds of millions of dollars and they're going to share their experiences with you. There's a whole host of other benefits and the cool thing is that there's a seven day free trial and you should check it out now because we're going to take the prices up. So just go to marketing school.io slash agency to learn more and we'll see you inside. And plus, by the way, we've talked about this in the past, but if you can build product and give it away for free, so Neil's done this with UberSuggest, he's done this with Answer to Public as well. If you can tell a story as you're building, like maybe you're building new features, people are going to get interested in that, right? Cause people always want the new shiny object.

• 5:14Speaker 00

  Or there's certain things, in this case, this is like a thing that needs to be built and that's why it's doing better. But like the more remarkable you can make, whatever feature it is that you're launching, those are all marketable moments. So that's like the other benefit, like you can give away for free, they'll get leads, but also you can use little stories from the product.

• 5:30Speaker 01

  Yeah, one thing that Eric did that call was supposed to do really well is LinkedIn's algorithm likes comments. The more comments you get, the better off you're going to do. A lot of people use tools like ManyChat for automated responding when you get a comment through channels like Instagram. With LinkedIn, I don't know of any tool that you can do that with, so I'm assuming yours was all manual. But it's okay. Sometimes it's worth having people leave a comment and you having to direct message them manually to give them access. Yes, it's a little bit of work on your end, but some of the stuff that requires work is usually some of the best tactics out there. If it was really easy, then everyone would do it and it wouldn't work as well.

• 6:08Speaker 00

  Yeah. Look, I don't think there's anything wrong with hand-to-hand combat. Neil and I are a little older now, but we'll still do hand-to-hand combat. Neil will just pick up the phone and he'll call the mall in Italy to see if there's a discount.

• 6:18Speaker 01

  I did, you did. Eric's like, hey, there's this mall, I think you can get like massive discounts. Check it out. And he gave me the information and

• 6:27Speaker 00

  Cause I knew he would call and I didn't want to call.

• 6:29Speaker 01

  He's like, let me know if it works. I called three or four people. I sent quite a few WhatsApp messages. And then I quickly learned in a few days, I couldn't get what I wanted. They had a lot of great stuff, but it was more so.

• 6:43Speaker 00

  I think you actually have to go there because there's legit like millionaires and billionaires that go there to shop. And so they like to be frugal too, right? There's nothing wrong with that.

• 6:50Speaker 01

  No, I think being frugal is smart.

• 6:52Speaker 00

  Yeah.

• 6:53Speaker 01

  The, the issue with the mall was if you want something that's like on their website, that's brand new and it just came out. They don't have that stuff, but there's a lot of stuff like sweaters and pants that could be a month old or five years old in style. And it's the same, like we both wear hoodies. It doesn't matter what year it is, a hoodie is a hoodie and there's not much change.

• 7:12Speaker 00

  Yep. All right. That is it for today, guys. Please don't forget to rate, review, subscribe. Go to marketing school.io slash agency and guess what? Neil and I, we're doing a session, a private session with the group tomorrow. Marketing school.io slash agency and we'll see you tomorrow.