Profile setup, calls to action, and post formats, with 34,000 followers and millions in pipeline as the outcome
Jared Kleinert · Offsite
Published September 6, 2024Explore the lesson. Sign in to access the slide download.
Jared Kleinert explains how LinkedIn content can direct an audience toward a clear next action. He covers calls to action, profile buttons, and testing formats that trade engagement for more qualified conversations.
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“my name is Jared I'm the founder and CEO of offsite uh we plan offsites and team Retreats for remote and hybrid companies like remote buffer um founder path as a client and hundreds of others I'm not talking today about offsite planning but if you're interested [contact details omitted] today I'm talking about LinkedIn because”
“to get people to take action and so Matt Gray is someone you should model after on linked in a lot uh as one of the few examples I'll share today uh as you'll see he has just a very clear call to action social proof in terms of how many people are following his newsletter and then a couple call to actions uh actually one is to hit the notification Bell where his uh where the LinkedIn thing is and then it says you know go to my bio to sign up for my newsletter for me I have a clear call to”
“whatever you want so I could play around and say like check out off site.com or make a free off site.com account I might do that moving forward but right now I just choose to leave it as visit my website which is the default but essentially there's a call to action anytime someone sees me on LinkedIn whether I'm commenting um whether I'm posting and so custom buttons allow you to create that and you could say like join my free newsletter or like whatever you want um but you have to have a premiu”
“so is Sam Jacobs I say it's more like middle of funnel so possibly less engagements but they're uh possibly getting like more uh qualified people to then take action and reach out to them uh Matt Gray does these like handwritten listicles every morning and then he posts it on all of his accounts uh carousels are sort of tried and true on the platform as well or you just go with good old text try it all see what works for you uh I would say if you find”
“What’s the business impact? 34,000 followers (+29k new followers) 2 posts with over 1M impressions each My "normal" posts are 10k-50k impressions My daily impressions are now 20k-50k My weekly impressions are now 100k+ Millions of dollars in pipeline for Offsite (and 6-figures in “earned media” value) 5 + 6 figure inbound leads from consistent nurturing 2000+ sign-ups for updates on Offsite job openings Screenshots from Sept 4, 2024, the day before giving this talk. Not my best week, but still impressive brand-building for Offsite.”
“Updating your cover photo, bio, and headline Your profile is a landing page… Custom Buttons Featured Content Taplio is my latest experimental tool Seamless or Apollo for emails Get your EA into your account Start with LinkedIn Profile Optimization “Pro-tips” for turning your profile into a lead-converting machine Nail The Basics Premium Features Advanced Tools Click here for a short profile optimization guide as a “take home” (or email me at [redacted email])”
“Cover Photo = “Above The Fold” On Your Site Provide clear social proof and a clear call-to-action”
“Power Law Every post should have the potential to go viral. Reposts are what you should engineer for… What, if shared, would make someone else look smart for sharing? Find hooks that work for others Copy “templates” from others Test different post types (videos, memes, etc) How I Think About Posting… Each (daily) post should be engineered for virality. Even if it doesn’t go viral, your “base hits” will be great. Think Like A VC Reposts Viral Templates”
“Give your EA access to LinkedIn Have them send ~250 connection requests per week with a message Search for people by city, title, who are 2nd degree connections with a certain person in your network (and ask for intros) Seamless plug-in Outbound Emails Event-based marketing Move from DMs to discovery calls Outbound With LinkedIn… Don’t settle for posting daily. Go to your Ideal Customers! Connection Requests Listbuilding On and Off Platform”
Video
How I've Generated 10.5M Impressions On LinkedIn In 8 Months(Leading To Multiple 5 and 6-Figure Deals) - Slide Deck
Jared Kleinert is the Founder/CEO of Offsite. Jared is also the author of NETWORKING as well as a TED speaker, 3-time award-winning author, and USA Today's "Most Connected Millennial". Previously, Jared was one of the first ten employees at enterprise SaaS company called 15Five, which today has raised over $40M and has over 3000 forward-thinking companies as monthly recurring clients. As a highly-sought after keynote speaker and consultant on engaging Millennials in the workplace, Jared’s clients have ranged from organizations like Facebook, Samsung, Bacardi, Estee Lauder, IBM, Cornell, Berkeley, AdAge, and the National Speakers Association. His insights on entrepreneurship and networking have been featured in major media such as Forbes, TIME, Harvard Business Review, Fortune, NPR, Entrepreneur, The Hustle, Mashable, Fox Business and more.
Jared Kleinert · Offsite
Jared Kleinert · Offsite
Mark Abbott · Ninety.io
Aye Moah · Boomerang
Irina Novoselsky · Hootsuite
Alex Quilici · YouMail
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19 passages
SaaSOpen, September 2024 How I’ve Generated 10.5M Impressions On LinkedIn In 8 Months (Leading To Multiple 5 and 6-Figure Deals) Jared Kleinert Founder/CEO - Offsite
Over the next 20 minutes I’m going to show you… Profile Optimization How to nail your LinkedIn profile Tools for additional growth and time-savings How To Post Outbound Via Linkedin Choosing your initial post strategy An overlooked reason why posts go “viral” How to go viral more often Daily connection requests List-building for outbound and event-based campaigns, etc
A LinkedIn analytics chart shows daily impressions jumping from near zero to a spike above 400,000 around January, then settling into a much higher baseline than before, totaling 10.5 million impressions over 8 months.
10.5M impressions in 8 months
Eight months of posting grew the author's LinkedIn following to 34,000 (+29,000 new), produced two posts topping 1 million impressions each, and pushed weekly impressions past 100,000, driving millions in sales pipeline and over 2,000 sign-ups for job-opening updates.
What’s the business impact? 34,000 followers (+29k new followers) 2 posts with over 1M impressions each My "normal" posts are 10k-50k impressions My daily impressions are now 20k-50k My weekly impressions are now 100k+ Millions of dollars in pipeline for Offsite (and 6-figures in “earned media” value) 5 + 6 figure inbound leads from consistent nurturing 2000+ sign-ups for updates on Offsite job openings Screenshots from Sept 4, 2024, the day before giving this talk. Not my best week, but still impressive brand-building for Offsite.
Splits profile work into three tiers: basics (cover photo, bio, headline, and treating the profile as a landing page), premium features (custom buttons and featured content), and advanced tools (Taplio for posting, Seamless or Apollo for finding emails, and giving an executive assistant account access). The speaker offers a take-home optimization guide by email.
Updating your cover photo, bio, and headline Your profile is a landing page… Custom Buttons Featured Content Taplio is my latest experimental tool Seamless or Apollo for emails Get your EA into your account Start with LinkedIn Profile Optimization “Pro-tips” for turning your profile into a lead-converting machine Nail The Basics Premium Features Advanced Tools Click here for a short profile optimization guide as a “take home” (or email me at [redacted email])
An example LinkedIn cover photo pairs a bold headline ('No fluff. No BS. Just real systems.') with a claim of 137,000+ founders and a clear sign-up call to action, showing how the banner functions as a page's above-the-fold pitch.
Cover Photo = “Above The Fold” On Your Site Provide clear social proof and a clear call-to-action
The author's own cover photo demonstrates the pattern: a bolded offer headline and call to action, plus supporting advice to promote a free offer, add a clear CTA, remind viewers to turn on notifications, and design it at 1584 by 396 pixels in Canva.
Breaking Down Your Cover Photo I only have 20 minutes, so let’s be quick! Promote a free offer if possible Provide a call to action (“sign up”, “create a free account”) Optional - remind people to turn on notifications Canva makes design easy 1584 width x 396 height
Two screenshots show the same LinkedIn headline text appearing both in the main feed and inside a comment thread, illustrating that a profile headline is visible in more places than the profile page itself, so it should be written to convert.
Headline (in profile, feed, and mobile) Why should someone take interest in you / your work? Review your format to see how your headline shows up in feed (first screenshot above) and within the comments of posts (second screenshot below), as these are additional opportunities to convince someone to visit your profile.
An example LinkedIn About section opens with a personal story, names companies clients have landed offers at, cites results like an average $43,000+ raise, and closes with a clear call to book a free call, modeling how a bio should pair credibility with a next step.
Writing A Social-Proof and CTA-Filled Bio Quickly tell people 1) who you are, 2) why they should follow you, and 3) where to go next
Two screenshots show LinkedIn Premium's Featured section, which can showcase up to three clickable content cards with custom thumbnails, and its custom button option, which can send profile visitors to a preset or custom link such as a website.
Premium Features and Advanced Tools Turn on your Custom Button, use the Featured Section, and try new tech (I’m playing with Taplio) Click “Add profile section” on your profile Go to “Recommended” Click “Add Featured” Add 1 to 3 features that are clear calls-to-action for your work. Design custom thumbnails for even greater effect. Example - Sam Jacobs from Pavilion Featured Section w/ LinkedIn Premium Click the “edit” button on your profile, located to the right and slightly above your company profile. Click “Premium custom button” for pre-set options like “Visit my website” or choose “Link” to set your own link copy and enter your hyperlink. Custom Buttons
Frames a posting philosophy around three habits: treating each post as if it could go viral, optimizing for reposts by asking what would make a sharer look smart, and finding and copying proven hooks and templates while testing different post formats.
Power Law Every post should have the potential to go viral. Reposts are what you should engineer for… What, if shared, would make someone else look smart for sharing? Find hooks that work for others Copy “templates” from others Test different post types (videos, memes, etc) How I Think About Posting… Each (daily) post should be engineered for virality. Even if it doesn’t go viral, your “base hits” will be great. Think Like A VC Reposts Viral Templates
The same impressions chart shows that roughly 5% of posts, the top 10, generated 50% of total traffic; the visible spikes each represent about 100,000 daily impressions, showing how a single viral post can dominate months of steady posting.
50% of impressions from top 10 posts That’s 5% of posts, generating 50% of traffic. Those various spikes are all 100,000 daily impressions, so when something hits it “returns the fund” for all your hard work posting on LinkedIn.
Two LinkedIn posts, one from another creator and one from the author, follow the same short-line storytelling format about treating candidates fairly; the author's version reused the structure and drew over 1.6 million impressions, showing how proven templates can be adapted rather than invented from scratch.
Look for Viral Templates…
Three example posts show a carousel ('6 habits to become a professional'), a listicle written as a hand-drawn leadership graphic, and a build-in-public video clip, illustrating a range of formats to test since the algorithm keeps changing and some formats drive more qualified leads even with lower engagement.
Test Different Content Types… Carousels Listicles Video + Build In Public The algorithm is always changing, plus certain posts may drive less engagement but more qualified leads. Always be experimenting. At the same time, once you find something that works, keep doing it until it stops working.
Lays out an outbound approach built on three habits: giving an assistant LinkedIn access to send about 250 connection requests weekly, building lists by searching 2nd-degree connections by city and title with a tool like Seamless, and moving conversations from DMs and outbound email to discovery calls.
Give your EA access to LinkedIn Have them send ~250 connection requests per week with a message Search for people by city, title, who are 2nd degree connections with a certain person in your network (and ask for intros) Seamless plug-in Outbound Emails Event-based marketing Move from DMs to discovery calls Outbound With LinkedIn… Don’t settle for posting daily. Go to your Ideal Customers! Connection Requests Listbuilding On and Off Platform
Screenshots show the workflow behind sending 250 weekly connection requests: a virtual assistant searches for 2nd-degree connections by title and city, adds a short note to each invite, and a real message example shows the author pitching offsite planning services and booking a follow-up call.
Connection Requests = 1k+ outbound/mo The play: Asked my VA Grace to find 2nd degree connections with the title Chief Revenue Officer. We go by city as well (NYC first, then SF, etc) Showed her how to look at company profiles to determine company size and employee locations. She’s sending ~250 connection requests per week as me to potential leads in our Ideal Client Profile with the following template for a campaign to sell offsite planning services for Sales Kickoffs. The only “variable” here is the first name.
An example LinkedIn profile paired with a panel of a creator's best-performing posts shows how daily content builds a list-building resource for outbound; the text notes the author switched from Seamless to Apollo for enriching outbound email and DM campaigns.
Tools Like Seamless Supercharge Your Account Daily content to build and nurture an audience will lead to inbound deals, while also warming up your outbound campaigns. It also turns your account into a powerful list-building resource for event-based campaigns like happy hours and dinners, as well as straight up outbound email and DMs. FWIW - we just stopped using Seamless and signed up for Apollo. TBD if it will have the same plug-in, but I’m sure it will offer something similar. Again, play around with tech.
How to go VIRAL on LinkedIn and make tons of money (muahaha!!!) Using Your Profile Setting up your LinkedIn profile to convert visitors into followers/leads Basic & Premium tips, such as cover photos, bios, custom buttons and featured content… Different Strategies Outbound Strategies Post daily Think like a VC Leverage viral templates and hooks to give each post a chance at success! Daily DMs Using Seamless for Outbound Email Campaigns Organic social should lead to higher conversion rates on outbound Over the last 20 minutes, I showed you:
SaaSOpen, September 2024 Thank you! Email me for slides. :) [redacted email] Jared Kleinert Founder/CEO - Offsite