How I've Generated 10.5M Impressions On LinkedIn In 8 Months(Leading To Multiple 5 and 6-Figure Deals)

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

as a Founder I've used LinkedIn this year to drive lots of impressions for our business that has turned into inbound leads and it has also turned into uh a warmed up audience to do outbound uh that has generated multiple five figureure deals for us even our largest deal ever which is a $100,000 deal with remote that we signed recently for two sales kickoff uh offsites and so I wanted to share some of what I've been doing this year with you so that

hopefully you can benefit as well and so we're going to cover the basics of profile optimization woo uh and we we'll go into how to do everything from your bio to call to action like premium things you can do if you want to pay LinkedIn a little bit of money um we'll talk about your posting strategy uh and how to kind of think like a VC along the way got to make a lot of small bets get your base hit but every single post you make should have the opportunity to go to viral um and and then we'll also talk

about some of the uh more strategic more advanced stuff like doing outbound through Linkedin as well as you're warming people up and so here's your proof slide we've gotten 10.5 million impressions through my personal account just in the last eight months and so uh that spike is the beginning of the year basically didn't do anything on LinkedIn last year just posted as maybe you are normally like when you want to share some fun news or when you want to brag about some Milestone and at the beginning of the year

I took it seriously I took uh a post from my friend Austin that I'll show you in a little bit I wrote my own version of it and it went viral and the next day I did the same thing I took another post from Austin remixed it with my own content it went more viral and those are still two of my best posts to date like 1.6 million impressions 1.3 million impressions and then copied those posts like two three months later they got hundreds of thousands of impressions as well and so now as you could see uh the the viral post the beginning kind of

skewed all this but I'm still getting like 100,000 or more weekly Impressions and every single day you know it's in the tens of thousands uh and so that leads to a lot of business for offsite and especially as a startup founder you we're seed stage we're trying to be Capital efficient this is amazing uh and something that we can build upon and so business impact lots of new followers um it's gotten us lots of inbound opportunities it's great for nurturing

leads as well like I meet someone like yourself at this event uh and then three months later you see a post of mine and then maybe you're planning an offsite and you reach out uh and then we also do a lot of outbound at offsite and so it helps to warm up that audience it's another tool for doing uh DMS to that audience things like that uh it's hard to do earn media but I would estimate like $150 to $200,000 in earn media value here um for free other than my time and uh we're not really hiring

right now but we've built a massive careers list of people that want want to work in off site and so I post a lot about remote work and then people are like I want to work remotely it's like go to our careers page and you know we're not hiring but you can get on our email list um so that's cool too and it's could be one of the many reasons that you decide to build your profile uh so let's start with your profile how to optimize it uh talk about the basics then we'll go to premium stuff Advanced tooling again I'll send you these slides

if you want um let's start with your cover photo uh and in general I want you to think about your LinkedIn profile like you would think about your website and so there's conversations about how to drive traffic to your profile then there's conversations about how to convert that traffic uh into making a free account or something like that and then there's selling to them uh and so same here cover photo is a huge piece of real estate that you should design in order

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

action and make a free account at off-site. comom uh and so for you uh I would promote some sort of free offer uh whether it's making a free account with you um and Adam from like RB Tob does this really well on his cover photo uh or you know if you have a newsletter get them there some sort of free benefit if it's not a free benefit just have any call to action at all um because that is gold uh and then I actually didn't put it in here but one thing that just came

to mind is putting color you know my my profile pops out on LinkedIn uh and you know again ask me for the slides I have the specific uh dimensions for design at the bottom of the slide then your headline that's the next thing to optimize uh so mine's particularly long but it gives you uh the reason to follow me if you want certain insights has that call to action again and that's the part I want you to focus on the most is because uh that

same call to action you see it in your feed in the format potentially you see it uh when you're commenting on different posts and so that is again real estate that lots of people are going to see and you want to make sure they drive back to your profile for whatever reason so yeah we have a nice domain offset.com I make sure it's viewable everywhere I interact with people on LinkedIn uh and so you can consider doing the same with your um

URL you can play around with adding your uh title and your company for social proof or you can do away with it I've seen a lot of success with people not putting their uh you know founder CEO at offsite in the headline but instead just like going straight to their call to action or to their social proof uh so you want to play around with that and then you want to drive people to your profile eventually uh and they're going to check out your bio and a lot of

people they use this like they would use an about us page on your website the thing is it's not about you it's about what you can do for someone else and so you want to use your about us page to quickly or your about your bio to quickly establish social proof that people should trust what you're saying and then you should give very clear instructions on how people can take next steps with you uh and so you know here is an example um from Austin

who's my friend he shows you you know quickly why you should trust him and then he gives you three specific things uh that you can do uh he even gives you some testimonial after that like selling his uh free coaching calls uh and so you want to think about doing the same uh with your bio uh and really using that as as a version of your website you know your profile is your website in this uh comparison uh and think about how you can drive to demos how to drive to like

free email templates things like that to if you're willing to spend some money uh I would recommend going with premium on LinkedIn and that'll open up some other additional options uh the featured section is important most people get this wrong as well this is where you should put uh a very clear call to action again to like schedule a discovery call with you or check out your website or go on your newsletter um Sam Jacobs is here from Pavilion he is a great example of this he has three very

specific qu actions um his designer even got fancy and like made it look really nice uh when it's all three side by side with the p for Pavilion uh and there's some instructions on the slide how to do that but we really have time to go into that um you also want to think about custom buttons I actually don't use this um but where it says like visit my website uh boom visit my website you can actually customize that text to say

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 premium account and then that's where

you go to edit your custom button so profile we spent half our time on that but sort of convert uh you optimizing your website things like that now let's talk about how we drive traffic to that website how do we post and again if you want the slides shared at off site.com I'll happily send it to you um so the main thing to think about is uh the idea of a power law so if you're a venture capitalist you're going to make a 100

Investments out of a fund you need one to return the fund and be the Google the Facebook that gives you all the money back same with posting on LinkedIn you'll see in a second that uh 5% of my posts generated 50% of my Impressions uh and so you need to be posting daily ideally or a lot and then you have to make sure that every post has the potential to go viral if possible uh and so think like a VC in terms of your strategy here uh you also want to

engineer for repost which we'll talk about uh and specifically uh make other people look smart when they're sharing your content that is the fastest way to go viral uh if you take nothing else away from this conversation and then finally we'll talk about these viral templates uh because that is sort of the the fast fastest way to start doing things that are viral is to copy other people um just make sure you don't please like put your own special sauce on it um we'll talk about that as well

so going back to Total impressions for the year so far 8 months in uh I looked at my top 10 posts and 5% of them you know the the top 10 posts out of maybe 200 uh that I've done this year are driving 50% of The Impressions uh spikes are all 100,000 daily Impressions uh so you kind of clearly see in the year when I was returning the fund um and then I only need like one or two posts like I did at the very beginning of the year to

make this all worthwhile I don't know when it's going to come again LinkedIn changes its algorithm but that's okay my base hits are still pretty good and I'm getting you know 10,000 plus uh Impressions a day viral templates uh if we're thinking about how to get uh people to repost your content go find other people that have lots of reposts on their content that is something that LinkedIn shows you uh you won't necessarily see The Impressions that someone's getting on their post but you can see their

comments you can see their engagement their reposts and so I will literally go to someone's profile I will go to their posts and then I will look at all their posts and see which ones had the most reposts and so uh sometimes there's some standouts where maybe someone gets one or two reposts every time they post and then there's one that has like 10 or 20 those are the ones that I want to pay attention to and then I basically want to copy it with my own secret toss and so if we go back to the very first time

I did this uh this was my friend Austin he happens to have like 1.3 million followers on LinkedIn that's why I wanted to copy him uh model after him you know uh and uh as you can see I didn't quite copy word for word but I copied sort of the flow the highlevel concept of this post and I ended up having a post that went much more viral than his which is great great um you also want to think about different types of content so I've been

very text Heavy I've also been very uh focused on top of funnel posts like things like remote work in general Employee Engagement but I'm experimenting constantly I'm you know an expert in LinkedIn only because I'm maybe three to five steps ahead of you guys but there's people that are you know two three steps ahead of me uh so I'm constantly experimenting the algorithms always changing uh some other content types that I've been keeping my eye on um would be videos like Adam Robinson's going to be here tomorrow at sass open he's doing a great job at this

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

something that works do 10 of those do a 100 of those just keep doing it until it stops working and then try it again a few more times and once it's like truly dead then go to something else while you're also experimenting so a lot to do here uh I know you're also running your own companies but you know this could be worth it if it if it works for you uh this is the final way to make it worth it this sort of the advanced stuff uh we've talked a lot about how to post on the platform which would generate your

inbound interest um I also think it helps with nurturing potential leads we also do an outbound motion through Linkedin uh and there's probably people here selling SAS products that can 10x what I'm doing currently but this is something you can do with no additional software uh the main idea here is connection requests with a little bit of uh sales message in there and then you can also Implement some tools uh and start building lists from there do reach out when they check you on LinkedIn

they're going to see that you're connected or that you're popular that's going to help you uh and I'll show you a couple of the tools that I'm using and some of the different campaigns that we're running as well uh namely outbound email campaigns and also event based campaigns so uh this is something you can get a thousand outbound attempts a month very simply it's sending a connection request and then putting a sales message in there so I have my VA doing second deegree connection requests here uh you can do 250 a week I believe

right now uh that may change but I'm just going to keep doing this uh and right now we're selling a lot of sales kickoffs for q1 2025 so I'm doing like cheap Revenue officers and then we're trying senior VP of sales uh I also showed my VA how to find uh people that fit our ideal client profile like we I showed her how to like go to the company page generally find the employee size like where the employees live and then she's reaching out with a very simple message uh the first name is something

we just change for everyone uh and this is booking us meetings and it's just happening as I'm talking to you at this conference um so that's great and it's something that you know once sales kickoff selling season is over we'll do with all hands meetings we'll do with different customer profile types and this is manual you don't really need any software for it uh I'm sure there's other people that can help you do thousands of messages you know a month with fancy software um but this is a free play you can run a tool that I do pay for and that

I'm experimenting with is called Tapo uh and so that's something that you could try out as well um it is helpful for the viral template idea so on the right you see sort of the Tapo uh integration or or you know extension uh it shows me the most viral posts from whoever's profile I'm looking at uh so Nathan's my example here I also was using seamless up until a week ago uh and seamless had an integration where it was allowed me to

find the email when I was in there there so either myself or an EA can go in uh and start list building uh and just click click click click anyone that's qualified build a list and we can run our outbound motion while I'm also viewing their profile uh so it's all sort of plays together and makes outbound a little more successful uh it leads to inbound and so I'm hopeful that Apollo does the same thing if not I might switch back to uh to seamless but we're we're about to try Apollo um but

the concept here is that you could start getting advanced think about what tools are going to integrate into your LinkedIn strategy uh and then how can you post every single day get your inbound opportunities how can you then do some outbound on the platform and then start using the platform for list building to do your outbound motion off the platform and so I think we're going to end with maybe time for one or two questions but I showed you how to set up your profile yay that way when you drive

traffic and you're posting every single day your profile's optimized people are going to you know sign up for free accounts they're going to join your email newsletter they're going to take some sort of action that you want them to take and convert more and then if you don't want to wait for the money and you want to go for the money I showed you uh some ways to do outbound using LinkedIn as well so thank you if you want the slides Jared off site.com if you want to plan offsites save up to 40% on your budget for offsites same email uh cool

thanks everyone

yeah thank you