About this video

• Video Title: My $6M/Year LinkedIn Content Blueprint (step-by-step w/a client)
• Channel: Michel Lieben 🧠
• Speakers: Michel Lieben, Tib
• Duration: 56:04

Overview

This video outlines a comprehensive LinkedIn content strategy for Tib, a marketing agency owner specializing in hospitality, to significantly grow his following and business. Michel Lieben guides Tib through setting realistic goals, optimizing his profile, identifying effective content formats, and establishing a consistent posting routine. The discussion emphasizes the importance of value-driven content, personal storytelling, showcasing expertise through client success, and leveraging platform engagement strategies to maximize reach and conversions.

Key takeaways

• Goal Setting & Mindset: Tib aims to grow his LinkedIn following from 3,000 to 20,000 by the end of the year, requiring approximately 100 new followers per day. This ambitious goal necessitates consistent posting (5 times a week for at least three months) and a resilient mindset, understanding that initial efforts may not yield immediate results.
• Profile Optimization: Tib's LinkedIn profile needs enhancement, particularly his tagline, to clearly communicate his business (marketing agency for luxury hospitality, creating assets and campaigns to drive bookings) and highlight his work with high-profile brands like Bulgari and Rosewood. Suggestions include mentioning specific brands and quantifiable results, such as "created videos that generated 10 million views."
• Content Strategy: The video identifies several effective content formats for Tib, including:
  • Industry Insights: Sharing news and trends relevant to the luxury hotel sector (e.g., "Everything that happened in the luxury hotel industry this week").
  • Client Stories: Showcasing successful projects and results achieved for clients (e.g., the Bulgari campaign that generated 400k organic reach).
  • Personal Storytelling: Sharing struggles and learnings from his entrepreneurial journey to build relatability and emotional connection.
  • Showcasing Work: Highlighting his video production expertise by sharing snippets or full videos of his work, explaining the creative process and technical details.
• Content Creation & Consistency: A content calendar is crucial for maintaining consistency and efficiency. Batching content creation based on recurring formats (e.g., "specific hotel insights" on Mondays, "client stories" on Wednesdays) helps streamline the process.
• Engagement & Reach: Maximizing reach involves posting at a consistent time daily, engaging with other users' content before posting (aiming for at least 10 comments), and responding to all comments promptly to foster conversations and encourage algorithm visibility. Repurposing high-performing past content is also recommended for sustained visibility.

Here are the specific steps and guidelines Michel outlined for building a LinkedIn audience, drawing directly from the transcript:

1. Mindset and Goal Setting:

• Set Ambitious Goals: Define a clear follower count target (e.g., Tib's goal of 20K followers).
• Understand Growth Trajectory: Recognize that LinkedIn growth is often not linear; it starts slow and accelerates.
• Commit to Consistency: Be willing to post consistently, even if results aren't immediate. Michel suggests posting five times a week for at least three months without seeing results.
• Embrace Persistence: Understand that the biggest reason people fail is giving up too early. Many viral posts come after a period of posting with no traction.
• Be Patient: Accept that clients are often observing your content over time before they are ready to engage your services.

2. Profile Optimization:

• Review Your Profile: Pay attention to key elements like your profile picture and tagline.
• Optimize Your Tagline: Make it clear and impactful. It should quickly convey what you do and highlight your unique selling propositions or major achievements. Michel suggests mentioning specific high-profile clients and quantifiable results (e.g., "created videos that generated 10 million views for hotels like Rosewood, Bulgari").
• Use a Premium Button (if applicable): If you have a premium LinkedIn account, utilize the "Visit Website" button to drive traffic directly from your profile.

3. Content Strategy & Creation:

• Focus on Educating Your Audience: People on LinkedIn scroll to be educated. Your content should provide value, advice, or insights they can use.
• Identify High-Performing Formats:
  • Industry Insights: Post about what's happening in your industry. Michel suggests a "Here's everything that happened in [Your Industry] this week" format.
  • Client Stories/Case Studies: Detail how you helped clients achieve specific results. Frame these as stories rather than just dry case studies to draw people in.
  • Personal Storytelling: Share your journey, struggles, and learnings. This builds relatability and emotional connection.
  • Showcasing Your Work: Present the actual work you do, whether it's videos or other assets, and explain the process or results.
  • Behind-the-Scenes/Process: Share insights into how you create your work, including technical details or challenges overcome.
• Find Recurring Formats: Establish consistent content structures that you can repeat weekly or regularly.
• Use Strong Hooks: Start your posts with an attention-grabbing hook that makes people want to click "see more."
• Include a Call to Action (CTA): At the end of your posts, either ask a question to encourage engagement or direct people to your website/services. Keep CTAs clear and direct.
• Leverage Visuals: Never post without a visual. Images, carousels, or infographics generally perform better for reach than videos, though videos have higher conversion impact.
• Use Specific Numbers: When discussing results or strategies, precise numbers are more impactful (e.g., "525 posts" vs. "published a lot of posts").
• Show Proof of Work: Use your actual work (videos, images) and past performance data (e.g., views on a video) as social proof.

4. Content Organization & Scheduling:

• Create a Content Calendar: Plan your posts in advance using a calendar tool.
• Assign Formats to Days: Dedicate specific content formats to particular days of the week to streamline planning and execution (e.g., "Industry Insights" on Monday, "Client Story" on Wednesday).
• Batch Content Creation: Group similar tasks together (e.g., researching multiple hotels for insights posts) to save time.

5. Engagement & Algorithm Optimization:

• Post Consistently at the Same Time: Find a time that works and stick to it daily (Michel uses 12:30 PM). This impacts reach.
• Engage Before Posting: In the 30-60 minutes before you publish, comment on other people's posts, especially those who have engaged with your content previously. This signals activity to the algorithm.
• Respond to All Comments: Reply to every comment on your posts, ideally within the first 30 minutes. This boosts engagement and can double the perceived comment count.
• Encourage Conversations: Ask questions in your posts to prompt responses and create dialogue.
• Create Custom Feeds: Use LinkedIn's features to create personalized feeds of content from people you want to engage with or target clients.
• Repost Your Content: Later in the day, repost your own morning post to capture audiences in different time zones. Delete the repost later to maintain a clean feed.

6. Repurposing Content:

• Identify Top-Performing Posts: Keep track of posts that gain significant traction (impressions, likes, comments).
• Refresh and Republish: Re-share successful older posts, but aim to improve them slightly (e.g., update the hook, refine the visuals) so the new version performs even better.

7. Tagging:

• Tag Brands and People: When relevant, tag companies or individuals to increase visibility and encourage engagement. This can improve post performance.