118 | The AI Blueprint for LinkedIn Success: Crafting Content That Converts with Isar Meitis

0:00Hello, and welcome to another live episode of Leveraging AI, the podcast that shares practical ethical ways to improve efficiency, grow your business, and advance your career. This is Isar Maitis, your host, and I have a really exciting show for you today. Many of you follow me on LinkedIn, and if you're not, first of all, shame on you. Second, connect with me on LinkedIn. I love engaging with people on LinkedIn. But the truth is, LinkedIn is the largest business conference in the world. It runs 24-7. It has billions of people. Your clients are over there. your prospects are over there, your suppliers are over there, everybody's over there.

0:38And very few people actually create content on LinkedIn. The statistic says that less than 2 % of people on LinkedIn actually create content consistently. That's a very small amount of people compared to the entire population. Meaning if you are creating content, you're going to be ahead in that conference. But to do it effectively, you need to know how to do this. And to do this in a way that will be engaging and that will also allow you to connect with other people. You have to know how to do this. And if you want to do this consistently, you have to have a system in place. Lucky for us, AI today makes many of the steps of this process significantly easier than it has ever been.

1:21So if historically doing stuff like that used to take weeks of preparation and it was very hard for people to stay on top of this and make it happen, that's not the case anymore. Today, it's actually really easy to do this with AI. So what we're going to learn today, and I'm going to start sharing my screen in a minute, so you'll be able to follow the presentation as well, but we're going to learn the multiple steps. So the biggest mistakes that people do is they jump straight, oh, write me a LinkedIn post about one, two, three, and it never works out great. And it's never that effective because it's missing all the preparation steps.

1:59So what I'm going to teach you today is how to do the whole process beginning to end. And hopefully, ChatGPT is up because Sean just told me that it's down for him. So hopefully, it's up for us because a lot of this is based on ChatGPT. But if not, I will at least be able to explain to you how that's going to work. These are the fun things of going live. In the next few years, AI technology will change our world dramatically. Whether you are a business executive trying to catapult your business forward or just somebody who refuses to be left behind and want to advance your career, this is the show for you.

2:37I'm your host Isar Maitis, a serial entrepreneur and an AI enthusiast. You'll hear invaluable practical tips from innovative business leaders, AI practitioners, and some of the brightest AI minds in our world today on how you can leverage AI in ethical ways to advance your career and grow your business.

3:00And so what we're going to do is we're going to have a full blueprint on how to use AI to create engaging content that converts on LinkedIn. I get consistently good posts that a lot of people are following and engaging with, and we're going to learn, as I mentioned, the entire process step by step. So let's start by really discussing what makes a great LinkedIn post. What are the components? The first and most important thing is actually providing value to your audience. Meaning people are not there to hear about you. They're not there to hear about your business. They're not there to understand the topics you're selling.

3:44They're not there to cheer you up. People are on LinkedIn to learn new stuff and network with people that can impact their business. Meaning you need to know your target audience very well, their pay points, what makes them tick, what issues they have, what problems they're trying to solve, where their business is at, what's the economy is doing to their business, and so on and so forth. In other words, in short terms, you need an ICP, which stands for ideal client persona. You need a very detailed understanding of who is it that you're talking to and how can you help them out and build your content around that.

4:22The other thing, you need them to stop the scroll. People scroll the height of the Eiffel Tower every single day through social media, LinkedIn included. You need something to make them stop. And there's two things that will make them stop. A great hook, which is the first sentence or two sentences that people see, and then they need to click the three dots to see the rest of your post. So if that's not Groot, they're just going to keep on scrolling. And the second is the visuals, like whatever image or video you have that will make them excited or interested in what you want to share. Then if they do open this, it needs to be easy to read.

4:56If you write long paragraphs, like in a science fiction book, people are not going to read your posts. Posts need to be short sentences to the point, spaced, so it's easy to digest very quickly and skim through it. So the format makes a very big difference. You need to drive engagement. So it's all about engagement because when people engage with your post, the algorithm is going to show it to more people, which are then going to engage with your post, which is going to show it to more people. To do that, you need to ask questions. You need to make bold statements that people will want to respond to.

5:30You need to offer something to people. That's another way to do this. If you want the specific something, the full detailed guide on how to do this thing, my secret sauce on my prompting, like whatever it is, comment and share this post and people will, and that creates additional engagement. And also ask people to comment what their thoughts are, what they think and so on. So ask provocative questions or just ask questions and you will get a lot more responses than if you don't. Tag the relevant people. So posts that have tags to relevant people, they'll not troll people. I hate it when people do this to me.

6:04Like every now and they're like, oh, so-and-so has responded to a post that mentioned you. I'm like, oh, I wonder what this is all about. It knows nothing about me. It just literally trolls me and 25 other people that are experts on AI just to get attention. Don't do that. But if there's something relevant to something I said or something you learned in my course or something you're working with me as one of my consulting clients and so on, and you tag me that way, I will definitely jump in and I will engage. And now you get a high profile person engaging with your post, potentially sharing it because you mentioned them in a positive way and you're getting additional engagement and additional exposure.

6:40So tag the relevant people if there is an option to do that and engage with your own post. A lot of people post and then, okay, that's it. When somebody comments, comment back, make it a conversation. When you comment back, ask a follow-up question if there is one. So if somebody said, oh, this is really fascinating. I'm really interested in this topic. Ask them a follow-up question. What exactly are you interested about? Is there anything specific in your business that this applies to? Do you have anything to add? And then most likely they will come and write again. So there's more engagement.

7:10So LinkedIn shows it to more people. So on a high level, this is what you want to do. So this is the what. Now let's dive into the how. How do you actually do this? And so these are the steps. This is literally the blueprint, but I'm going to show you step by step how to do each and every one of these things. So it starts, as I mentioned, by identifying the ideal client persona, your ICP. Let's look at how that can be done very easily using AI and LinkedIn itself. So the way I do the ICP process specifically for LinkedIn and AI is I do the following. For this particular process, I either use Gemini or ChatGPT.

7:49I actually find that ChatGPT does it more consistently than Gemini. Gemini in many cases will not allow me to do this. What I do is I go to actual clients of mine, or if you're just getting started and you're not sure who are your clients or your potential clients, look at your target audience. Who would you like to have as a client? And just copy the URLs to their LinkedIn profiles. Copy 5, 6, 10, 20, as many as you can that are actual clients of yours, your best clients, the ones that are paying you the most, that I've been with you the longest, that you have no issues with, that are your exact, these are the people you want to work with.

8:24And what I do is I copy these URLs to their profiles, to ChatUPT, and I literally tell it that this is what I'm trying to do. You are an expert in identifying a target audience for a business and defining a well-defined ICP. You do this, and you are very good at understanding their goals, their needs, their wants, etc., etc., etc. And here are examples of my target audience. What I would like to do is I would like to create a detailed profile of these people. I would like you to take into account their demographics, their psychographics, the things they care about, their education, their experience, etc., etc., et cetera.

9:11There's a long list of things that I tell it to pay attention to. And then it just hit go. Now, there's something funny about, like I said, Gemini usually won't do it at all. And ChatGPT will every now and then tell you, I don't have direct access to people's profiles on ChatGPT. So my prompt in my prompt library literally says, don't tell me you don't have access to people's profiles on LinkedIn because I've done this with you multiple times. problems, please go ahead and continue the process. And then it usually does not give me that comment, but I can guarantee you it does have access. And then what it does, it will actually build you a very detailed ICP.

9:48It will give you a very long list of things that it can do, which I can actually show you because I have it prepared in my prompt library. So, let me show this to you on a Word document or just a Google Doc. So, for my prompt library, I use a tool called Magical. It's a Chrome extension. And it's a Chrome extension that you can use for multiple different purposes. I've been using it way before AI was a thing to have shortcuts for things that I write a lot. But I also use it as my prompt library because you can put things in different folders and use it as prompts. So what I created for this example is I've used people like me.

10:32So I assume I'm your target audience. So people who are AI experts are your target audience. And I linked several different profiles. I don't remember how many because we don't have the prompt in front of us. And had, I don't know, seven, eight, ten of them. And I saved them. Once I got the answer of what the ICP is, the description that ChatGPT gave me based on these people, I saved it as a shortcut here. So the way this tool works is you go to templates and you add a template. In a template, there's two things. There's a very long detailed thing that you can write here that could be one line or could be five pages and a trigger, basically a shortcut that you're going to use.

11:12So the shortcut I use for this demo is called 1ICP. So when I type 1ICP, 1ICP, it doesn't work. Awesome. Let's try it from here. It will write all of this. So if I go here and I type one ICP in my prompt line, it brings in a page and a half of description of my target audience. And again, the way I generated this was by literally grabbing multiple links of people who are my target audience, putting them in Chachypti and asking it to write it. And so it has primary industry, technology, and AI consulting. Most of your top clients operate in industries related to technology, AI, and consulting, which that's the ICP that I created.

11:56Geographic location, primary United States, but some of them are in Europe. And Western markets, specifically in the influence communication style, marketing strategies, and compliance requirements. Roals and seniority, common roles, CEO, founders, entrepreneurs, and AI experts. And then gave me some more details about that. Company size, typical company size, small to medium companies, 10 to 250 employees. Psychographics, innovative and forward thinking with a lot of details, education and expertise. With more details, networking and influence, these clients are highly active on platforms like LinkedIn.

12:31They share insights, engage, blah, blah, blah, blah, blah, everything you know about me. Because again, I picked 10 people like me as the target audience. Needs and pain points. So then it gave me pain points of this target audience. And it gave me multiple of them with examples, communication preferences, how they like to communicate, focus on value and ROI, and then a summary of all of that. So now I have an ICP that can reuse again and again every time I'm trying to create content for any platform because I have a very detailed definition that took me about five seconds to create. Now, the reality, what I usually do is I go and add to it myself.

13:08I go add pinpoints that I know that are relevant because I am working with this target audience. I go and add needs and wants that I know that are there that is hard to identify based on just the LinkedIn profiles. But this is an incredible start that 99 % of the people do not do. So grab links, put them in there, write your prompt and continue from there. So let's continue from here. So step number two is effective post frameworks. So how do you start with effective post frameworks and what the hell does that mean? So you can just write a post, right? You can go ahead, start with a blank sheet a paper and write your post.

13:49But there are frameworks that work. Other people in your industry that are writing posts that always gets attention. Now, yes, when they started, maybe they didn't, but they follow a framework or frameworks. And there's multiple types of frameworks and you can find them in several different ways. One is just go to, my favorite tool for this is perplexity. Go to perplexity and say, I'm looking to write effective LinkedIn posts. I'm looking for specific frameworks for specific use cases. Can you share with me, multiple types of frameworks that people use to write effective LinkedIn posts. And it's going to give you five, 10, 20 of them, depending on the use case.

14:26This could be awareness. This could be engaging. This could be driving excitement. This could be conversion. This could be whatever the case you're trying to do. It will give you multiple frameworks. So you can copy these frameworks as is and make them your own to use them in future prompts in a similar way that I showed you before. Save them into your prompt library and say, I want to use this framework. But there's another way to do this that is even more specific, but I'll explain that as well. So how do I do the frameworks section? I actually go to people that I admire, the people that I follow, the people that are in my industry that are doing amazing things, and I copy their successful posts.

15:06Now, there's three ways to do that. One is to actually copy the post and paste that into your large language model. The other is to give it a link to the post. And the third, which I found most effective because it understands the whole of it, is to just take a screenshot of the whole thing. So I zoom out on the screen or use my phone. On my phone, I can take longer screenshots than just the screen itself. So I can capture the whole thing. And I capture the whole prompt and the image or video that comes with it. So I take one of those that I really like that got a lot of engagement from my target audience, and I paste it into ChatGPT, and I tell it, you are an expert in copywriting or analyzing LinkedIn posts.

15:52I would like you to look at this specific post and analyze the framework that it's built in. How is it built as far as length, number of words, structure, length of sentences, spacing, details, tone of voice, the graphics that it's using? I have a whole list of things that I tell it to look at. And I want you to create a framework for me based on this post. and then it does. And it will create a framework for you that you can then save again with a little bit of massaging and questions back and forth. You will get it to create a very detailed framework for you. So that framework, you can then put in your prompt library and use that again and again.

16:36The other thing that you can do with it is you can save it as a way for you, the large language model, help you pick the right framework for the specific use case. What do I mean by that? So let me again show you without showing you on the large language model. So what I did for this demo, I created and I've used and I can actually show you exactly what I've done, just minus the prompts, which I'll be able to share with you afterwards later on. I created a document and that document is called Effective LinkedIn Post Frameworks. The beginning of the document says this document includes frameworks for writing different types of effective posts on LinkedIn.

17:22When you see this document, do the following, and it's built as instructions for the large language model. Read all the frameworks, consider which one is going to be the most impactful to the specific needs based on the ICP, the topic, the topic that is defined by the user, the goal of the post, et cetera. And then there's headings for each and every one of the frameworks. The frameworks, the three examples I created here, one is called new tool slash capability introduction. I will scroll down to see the second one. The second one is called concept guide. The third one is called inspiring personal story, and so on and so forth.

18:02Let's look at each and every one of them and see how they're actually built and how they actually work. So again, the way I've done this is if I'll scroll down here, you'll be able to see a screenshot of a post. That screenshot includes the entire post plus the image. And so I take a screenshot on a post. It doesn't have to be yours. In most cases, it won't be yours unless you're already really good at this, but somebody that you know that does very well. And you put it into ChatGPT, you wrote what I told you before, and then you will spit out this entire thing, length, post length. The post is relatively short, approximately 200 to 300 words, which makes it concise and easy to digest.

18:41Writing style. It gave me a detailed description of the tone, the engagement, and the emotion, the way it's written. Format. So he talks about the structure. There's an introduction, a body, and a conclusion, and a call to action. Paragraphs. The paragraphs are short and to the point, typically one or two sentences each. Then he talks about the type of content, the content type. The post is a combination of educational and promotional content. It informs the reader about a free tool that can upscale images. The purpose. The purpose is to educate the audience to valuable resources while simultaneously promoting engagement and call to action.

19:18Visual aspects. It analyzes the images and exactly what's in the image and why it's working. Additional factors. There's a call to action in the thing and it explains why it works and what's the format to make it work. Engagement triggers. Like what kind of engagement triggers included in the post? The post users' engagement triggers offering something in value for free exchange for a simple action, which is commenting. So I told people if they want a link to the specific tool, they just need to comment on the post and people do. So I got a lot of engagement on that post. Timing. Although directly not visible in this post, the timing of the post is also critical.

19:55And then it created an actual framework, like a step-by-step thing, how to replicate this. So if I want to create another post that introduces a new technology or a new tool and make it educational and make it work, I can use this as part of my prompt to Claude, ChatGPT, Gemini, your favorite tool, whichever one you want, to be able to write this kind of thing. But it goes beyond that. And the reason I'm saying it goes beyond that, what I can do now, because I have a document that has multiple of these. So here you can see how I did it and you'll be able to see the prompt where I did it as well.

20:31So in the beginning, I told you I created the ICP, right? You're an expert marketing researcher with 20 years of experience. You are top expert in understanding the ICP profile, wants and needs in a way that can be translated into great marketing. And then I gave it links to different people. As a first step, I would like you to carefully review their profiles, find what they have in common, industry, geography, age, seniority, roles, etc., and create a detailed summary of these commonalities. please do not tell me you cannot access LinkedIn profiles directly as you helped me with such tasks many times in the past.

21:07Take your time, review the profiles one by one, and create an accurate and useful ICP. And then it created the ICP I just showed you. And then what I did, I literally just saved it into the magical Chrome extension. So then I can use it again and again. And when I done multiple of these, and you can see if I scroll down, there's some of these, then I created that. Then I went to step two, which is what I told you. I pasted an image of a successful prompt and the prompt to that was, sorry, an image of a successful post. And the prompt was, let's analyze what content these people consume. I will give you a link to a LinkedIn post.

21:45I didn't give it a link. I actually gave it a picture as well as that was well received by this audience. Please analyze this post and create a framework for me that I can use in the future. Please pay attention to length, writing style, format, type, etc., the visual aspect, etc., etc. Your response should be a highly detailed guide. It should enable you or another large language model to create a new content based on this post framework. The image I'm attaching is of a complete post. I would like you to review the text. Also, please analyze the image. Take your time. look at all aspects of this post, create a detailed effective guide.

22:27So that's how I created this, but I created multiple of these. And then I created that document, right? So now I have a document that has multiple examples of specific frameworks, and we'll get to how to use it later on. Then you want to add your knowledge, right? So as I mentioned before, and I will look at different examples in ChatGPT that hopefully will open as well. So you'll see here, I've done a similar process. But after I got these examples, I added my own stuff. Let me add one thing. And this is for a different target audience, so ignore the fact it's not aligned with the previous example as far as the ICP.

23:06But all these people are customer business executives, CBEs. They manage large client accounts. In the telecom industry, they are in charge of making these customers happy and driving additional sales by generating new pipeline. A lot of the content should serve these in these aspects. And then I've defined their pain points and so on. So in addition to what ChatGPT finds for you or any other tool that you're using, you want to add what you know about your clients. And again, you can save that as well as part of your ICP or a part of your ICPs if you're serving several different clients. So you want to add what you know about these clients through working with them and so on, mostly on their challenges, their pain points, their needs and wants that is sometimes hard to find just by looking at LinkedIn profiles.

23:54So let's continue. Content, calendar, and plan. So now we know our target audience. We know we have multiple specific frameworks for different use cases. We've added our own knowledge about the audience. And now we need to decide what we're actually going to post. that's maybe the hardest thing, coming up with ideas on what we want to post next. So the next step in the process, I, first of all, ask it to ask me questions. Before we dive into this, let me know if you have any questions that would help you in this effort of writing the post. And it asks me questions. So you can do that, by the way, in anything you're doing with any of the large language models.

24:35I do this all the time. I ask it to ask me questions that will help the large language model helped me even better. So the question he'd ask is content format preferences, primary goals, key pain points, existing content that was successful, and competitors that are serving these kind of things. And then I said, great questions, here are my answers. And I answered in detail all these questions. So those of you who are listening and not watching this, there's like a whole page of me answering. But then the actual problem before that was, let's start looking at the content. We are in the process of identifying the content types that would provide value to this ICP that we've already identified.

25:15But the content should appeal to both prospects and clients. Hence, I would like to create content that would serve top of the funnel, middle of the funnel, and bottom of the funnel content. In short, it's called Tofu, Mofu, and Bofu. Those of you who don't come from the marketing world, that's what it means. So top of the funnel content would be creating awareness to even know that I exist and what I do. Middle of the funnel will be building some kind of rapport so people understand the depth of my knowledge and my understanding and my skills and who I serve and so on. And the bottom of the funnel will be creating conversion, book a call with me, sign up to my course, et cetera, et cetera.