699: Crack the LinkedIn Code With Expert Hala Taha

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25:20Offer available for a limited time. So happy shopping. Okay, so let's talk about first the following. So does your following matter? We know we've seen like popularity and people are so fixated on growing that number under their name on all the platforms. Walk me through why you wanna grow your audience on LinkedIn. Yeah, so I think that getting a following is really important, but really it's engagement that matters. It's the amount of views that you get on your content and how much people engage, like, comment, share. That's what really matters because I've got a lot of clients that have come to me in the past.

25:57They might have a million followers. Maybe they had like a big press push or they were LinkedIn's top voice or they started on LinkedIn 10 years ago when it was no matter what you did, you went viral. And they have little engagement and they get no sales. They get no business from LinkedIn because nobody's actually seeing their stuff anymore. So it's really important to focus on engagement and understanding how to go viral on the feed rather than just getting connections, right? So in terms of why it's important to have a following, especially first connections on LinkedIn, because those are the only people that you can DM.

26:27And on LinkedIn, there's first connections and there's second and third connections. And second and third connections can see your feed content if people share your stuff or engage on your stuff. But you actually want to be able to DM people so that you can generate sales because all the action and connection and people actually clicking on links really happens in the DMs. So what would you say would be the first step? If somebody is listening to this and they're like, I have a very old profile on LinkedIn, it probably hasn't been updated. I'm an entrepreneur now. I haven't thought that I needed this.

26:59What would be the first step of getting re-acclimated on LinkedIn? Okay, so I think first of all, one of the things that I ask people to do is look up their lookalike profiles. So when I say lookalike profiles, what I really mean is people who have a following that you want. It's not necessarily your competitors. It's not necessarily anybody who's actually in your niche. It's people who have a following that you think would resonate with your product or offering. Okay. Because those are the people that you want to study and emulate and figure out how you're going to differentiate between their profiles, take what's working for them, and then improve on what you think could be better.

27:36The other thing that you can do with those lookalike profiles, as you can see who recently liked and commented on their stuff. And this is really important because people go on LinkedIn. They go look for a job. They get a job. And then a lot of them never log back on. And the last thing that you want is dead profile. So a lot of people make the mistake of just like typing in titles or doing searches on LinkedIn and then finding people that they think would be their target audience and inviting them. But those people never accept their connection requests because they don't log on to LinkedIn. So you want people who log on to LinkedIn and take viral action on posts, which means you want to find people who have a big engaged following, not just a big following.

28:15Again, people who get, you know, 200 likes, 300 likes plus on their posts and are getting engagement. And then you want to see who liked and commented on those posts and who shared those posts, which you can actually see. And you're going to want to invite those people into your network. And so I did this when I first started. Everybody was calling me the young Gary V. I, you know, knew he had a podcast, knew he talked marketing, knew he was motivational. And I was like, OK, anybody who's going to like his stuff is going to like mine, too. And I'd say like, hey, what's up? I noticed you engage with Gary V.

28:42if you like his content and podcasts you're going to like mine too i'd love to provide value on your feed let's connect nine out of ten people would accept then i all of a sudden had like 10 000 of gary v's fans and little did i know that i was also triggering the algorithm because when you recently connect with someone they see your content at the top of their feed for two weeks if you dm with someone and they respond back they see your content at the top of their feed for two weeks. Then if they like or comment or share, they're like 85 % more likely to see your content. If they comment, they're 70 % more likely to see your content.

29:17And so you just start this flywheel effect of bringing people in, DMing them, then they see your stuff, then you go viral on the feed, then people are connected with people who are similar to them. So if you are targeting someone, let's say who's in real estate, chances are they've got a lot of people in real estate who's in there following themselves. And when they engage on your content, those people see that engagement in their feed. And so then you get like a referral to all their following. And so that's really how you crush it on LinkedIn. You have to be strategic and invite people who take viral action and start this flywheel effect.

29:49And it's both content on the feed and this DM strategy. And so you can do this in a million ways. Another great way to sort of target active people on LinkedIn is that there's thousands of events that are going on every day and people are registering for these events. So if you like, for example, let's say you have social media services. So if you look up social media events on LinkedIn, you can see all the events that are coming up, everybody who registered, who basically are raising their hand, I'm interested in this topic, you can register for that event. And then you get access to message everybody who's in that event.

30:23And they're active, they're interested in what you want, and it's relevant. And people will have that conversation with you because you're bringing up something relevant to them. Wow. Okay. So I'm obsessed with this. I love hacking the system, which you have absolutely done. So you brought up content in the feed. So a lot of people just visualize like the old school Facebook, right? When you could only see your own profile. And when we all freaked out that the newsfeed happened, the similar rollout happened with LinkedIn, where now you are supposed to be sharing content and value. Walk me through different types of posts that you publish that can show up in the feed so that people can start imagining what type of value can I add on that platform?

31:04And what does it look like compared to other platforms that I might already be on? Yeah, this is a really great question. So whenever we're talking about feed content on LinkedIn, we want to promote shareability. And there's two main types of posts that are shareable. There's motivational and inspirational, and then there's educational. And both of them work really well on LinkedIn. In fact, LinkedIn is now prioritizing educational content. So one of the things that you want to think about when you're thinking about motivational content is telling stories. So things that work well is like transformational stories.

31:36I was poor, now I'm rich. I was fat, now I'm skinny, right? Showing that like transformation and what your learnings are and giving a story. And it's really important on LinkedIn to remember what features work the best on that platform. So while Instagram is really video heavy, they want to compete with TikTok. LinkedIn is not the same. Actually, like vertical style videos that work really well on Instagram do very poorly on LinkedIn. And actually, you want to stick with a four by five size graphic. So a very large, I call it poster size that you have media graphic on LinkedIn. If you guys are curious what that looks like, you can go to my profile on LinkedIn and you'll see that almost every single post is like a four by five photograph on LinkedIn.

32:19And so typically these motivational posts is either a story or a quote or a lesson that you're giving that is going to be relevant to everyone. And the reason why it's shareable is that everybody wants positivity. Everybody can relate to it. It's relevant to everyone. So if you're looking for a broad audience and you might have a lower ticket offer that doesn't need to have a very specific audience, you probably want to lean into motivational content that's going to go massively viral. That's the most viral type of content. And again, a photo works really well. and it doesn't matter if it's a long caption, a short caption, but when you're thinking about social media on any platform, prioritize being skimmable.

32:56Okay. So on LinkedIn specifically, they'll actually deprioritize you if you use chunky paragraphs, because LinkedIn knows that people are skimming through about nine posts. They're only going to stop and read if it's easy. It should be fun. You don't want to make people work, right? So you want to make it as easy as possible. So even if you're telling a story, it's line by line and you're opening it up with a hook to get people hooked in to actually spend time on your post, increase dwell time, click the learn more button or keep reading button and keep spending time on your post. That's really important.

33:27And then eventually hopefully engage. So again, line by line style copy, that's they call it broetry on LinkedIn. That's actually the algorithm is prioritizing that kind of content. That's why you see all the influencers do that. So that's a motivational content, which I love. What about your other kind of things that you're doing inside of your business or your work? Yes. So this is really important, especially for an entrepreneur. It's educational content, right? And so when you're thinking about educational content on LinkedIn, really what you want to make sure is that you're not lecturing.

33:59So this is the biggest mistake that I see entrepreneurs do. They want to give everything away, the kitchen sink away. They want to give like a blog post on their LinkedIn. But you have to realize that this is a digestible platform and you can break apart, like let's say a blog post over five days instead. And when you're posting, You want to give one lesson and you want to give room for people to add their opinion. So if somebody is saying like, I'm going to give you the top five ways that you can crush your LinkedIn and they list every top five way, then people are going to be like, all right, Hala's got to figure it out.

34:32Like what's there for me to add? Or, okay, I'm just going to keep moving. Like she's a know-it-all. You want to give one kind of meaningful nugget that is actually going to help people whose problem that you solve, but then allow them to participate by not giving away the whole kitchen sink. Then people can be like, yeah, that point is okay, but what about XYZ, right? And so you don't want to give too much away in your posts. I think that is a big problem that people have. So once you come out with content and you're continually educating people, people are going to start engaging on your content.

35:04And then you've got to close the loop. You've got to retarget those people in the DMs. So you put out educational content about your offer. And you don't want to be salesy on LinkedIn, you actually get deprioritized if you're salesy. So you can't like link out to your website in the caption. LinkedIn's goal is to keep users active and engaged on their site for as long as possible. So that means you can't link out to another site, you can put a link in the comments. But even if you use salesy language, LinkedIn is basically going to deprioritize your posts because they have their own editorial agenda.

35:36And it's not to make you sales. So you have to be completely of service and you want to use keywords. This is another point. You want to use keywords that are found in your target client's profiles in your posts. So let's say again, let's use a real estate example. If you're in real estate, you want to use real estate keywords in your posts, the same keywords that would be found in your target client's profiles, because LinkedIn will start to match profiles and start to feed content to people who they think would be interested in your content based on their keywords. So it's important to infuse your posts with keywords so that it gets fed to the right people, okay?

36:14Now, hopefully people are engaging on your content. And once they do that, you can then DM them. So you can say, hey, I noticed that you recently liked my post about real estate. I would love to give you another tool. I've got this mortgage calculator. I'd love for you to check it out. And so then you can give them some sort of free resource. Once they respond back, oh, thank you so much. This was awesome. Oh yeah, let me know if you have any questions. The goal is to just keep the conversation going until you've built up enough social currency with the person that you can make an ask. Let's hop on a call.

36:45Here's a form if you wanna learn more information and book a call, right? So then you wanna bring them off platform and close them. So really that's the goal. It's getting them from the feed, starting a conversation in the DMs and then bringing them off platform so that you can close the deal. So I love this. I think that most people are terrified to try to sell to people via DMs? Probably because we've all experienced like that one girl from high school who started a skincare business and is now reaching out. Do you have any tips of gaining comfortability in terms of like reaching out and having that type of language around how we can close a deal?

37:24Yeah, so I think first things first, when you're reaching out to somebody, you always want to think of the law of likability and you want to think of common ground. So let's talk about the law of likability. People like people who are like them. And that means that you need to find your similarities. What is it about you that's similar? So are you both powerful women? Did you both go to the same school? Are you both from the same city? Do you both like the same influencers? Are you both, you know, MBA grads? What is it that you have in common? And you want to give people a compliment. People like people who compliment them, right?

37:58People also like people who ask them for advice, who ask them questions. And so you want to think about all the ways that you can become more likable. And so one of the ways that you can use the law of likability is, let's say you're an executive coach for females, for female executives. So you would go on somebody's profile. Let's say you're targeting anybody who's in chief because you know all those people are qualified and you can go to them and say, hey, so nice to meet you. I saw your profile and you look like somebody who's a blazing, powerful female in the space. I'd love to connect with you.

38:32And so you're giving them a compliment. You can also say something like, it looks like we both have a lot in common. We're both really crushing it in the female entrepreneurship space. I'd love to connect with you, right? So you're giving them a compliment. You're showing that, hey, I'm like you too. Let's connect. That person is likely going to accept because you've given them a compliment. You've shown that you have some sort of common ground. And again, you can use any sort of attribute that they have in their profile to set that common ground. LinkedIn is really unique from other platforms because there are all these different search filters where you can basically look, say like, okay, I want all the titles of VP in California.

39:09And you can find everybody with that criteria and then come up with some language that is relevant for all those people that you can just sort of customize as you go along and invite those people to your network. So that's one way. And then let's say it's like, you don't have a lot of accolades and you're just coming up. Instead, you can ask people for advice. Hey, hey, you look like a really strong, powerful female. I'd love to connect with you and, you know, get your feedback and get your advice on X, Y, Z, or I'd love your thoughts around X, Y, Z. Now, if the person's really famous, this is not going to work because they're getting bombarded with messages like this.

39:44But if it's just somebody who's like in corporate, they're going to be happy to have a conversation with you because probably not many people are reaching out, asking for advice and people love giving their advice and showcasing their value and expertise. I love this. I am smiling so big. Like I was recently on a girl's trip and one of my friends has this beautiful British accent and she looks to this guy and we needed an extra golf cart for something. And she was like, you look like a man who could get things done. And like the guy like gets like all excited and he's like, I can. Yes, I can. And I was like, I need to take that line with me everywhere because all of a sudden he was like proud to help us after two people had already told us no.

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43:37Find out how much at airbnb.com forward slash host. The other thing that, and you just alluded to it, the other thing that you want to make sure so that you don't turn people off in the DMs. I'm sending thousands of DMs a day and 99 % of people say thank you and are appreciative. That is not normal. And it's because I'm doing little things to make sure that it doesn't come off cross spammy or insulting. So your friend said you look like someone. She didn't say you are. If you're too direct. Yeah. For example, let's say somebody engages on my post about my LinkedIn masterclass. We might approach them.

44:14You look like somebody who may be interested in our LinkedIn masterclass. Then they're really like, yeah, you know, I'm kind of am interested in blah, blah, blah. If I said, hey, you're interested in my LinkedIn masterclass, I'd love to X, Y, Z. They'd be like, I'm not interested in your class. who are you to tell me what I like, what I don't like, get out of here, you know? So you seem like you may be like, you seem like the type of person who would X, Y, Z, right? So you just want to make sure that you soften it a little bit so that it's not so direct because people like to prove you wrong, right?

44:43So you want to make sure there's no way that they can prove you wrong. Yes. I love this. One of your gifts, one of your like secret sauce things that you are so good at is branding. Talk to me about how branding plays well with LinkedIn. What does that look like and how do they kind of coexist and complement each other? Yeah. So when you're thinking about building a personal brand, you want to be so consistent that people think of you like an old friend. This is what I always say. Like you want people to think of you like they know you without you even knowing them. So for me on LinkedIn, I've done a good job of this to the point where if somebody trolls me, I'll have like all my fans being like, you don't know, Holla, don't tell her this, blah, blah, blah.

45:20But they've never even met me before, you know, And they have no idea if I'm a good person or a bad person, but it's just because I've been consistent in all my actions. And so essentially, branding is consistency. And if you are consistent in every single action that you take on LinkedIn, that means your profile, your bio, every single caption, every single comment, every single video content, every single DM, they all have to be consistent. And that means you need to step back and understand what you want to be perceived of. What do you want to represent as yourself? So one of the exercises that we do in our LinkedIn masterclass is we come up with voice guidelines.

45:57And essentially, it's like a breakdown of your personality. So first of all, what are your values? Your values are your decision-making compass, right? So when things go bad, how do you know what you stand for? Because that's when you can't think logical. And that's why it's important to understand what your values are as a person. And so you come up with your values. The next thing is personality. So your personality actually reflects your audience, not yourself. You want your audience to feel magnetic towards you and people like people who are like them. So you need to reflect them, not yourself necessarily.

46:32Maybe there's one element that showcases your personal personality, but really you want to mirror the way that your audience acts. And so you want to think about your audience demographics. What's their age? What's their gender? What's their interests? What do they sound like? You know, what other influencers are resonating with them? What do they sound like? And you kind of want to mirror that when you're thinking about your personality and your tone and the way that you come across. The other thing that you want to think about is your transformation, the impact that you want to make with your audience.

47:00This is extremely important. So essentially, it's like your four or five key messages that you're going to tell over and over and over again in a hundred different ways. So for me, you're never too old to learn something new. You know, sky is the limit. There's life is limitless. You can do anything. You're always able to grow and learn. Continuous learning is extremely important. So there's a few messages that I just say over and over and over again in a million different ways. And this is what I stand for now. This is why when I share a picture of myself on LinkedIn, I don't represent Halataha anymore and I'm extremely shareable.

47:33People share my picture automatically because I represent hope for them. I represent learning for them. I represent motivation for them. And so they're happy to share my face, which takes time once you're consistent and you feel like an old friend and you represent more than just your face. You're now your brand, right? And so you've got to be consistent in those messages. And then the last part is your delivery method. How are you going to make that impact? What are you going to do? For me, I've got a podcast. I'm going to share micro content. I'm going to share motivational posts, educational posts, and so on.

48:04And so you've got to think about what is your delivery method to make good on that impact. So that's sort of what I take people through my masterclass. And then you're really set up for success. If you pair that messaging and branding with viral strategies and engagement strategies, there's all these different hacks on LinkedIn. There's no way that you're not going to be successful. I love this so much. Okay. So Hala, tell me about this masterclass that you have, because as I'm listening to this one, I need to sign up personally and have my entire team sign up. But two, my audience needs this information.

48:36Like you have said so many words where I am like, I need more. So talk to me about your masterclass that you have all about LinkedIn. Yes. So I have a LinkedIn masterclass. It's a two-day workshop. And essentially, I take you through everything that you need to know about the LinkedIn program. So we start with your personal brand, walking through what I just told you. You're going to have your voice guidelines. You're going to figure out your values, your personality, your impact, your brand persona, the relationship that you have with your audience. Then I go over the psychology of design. So I was started as a graphic designer.

49:08I think I told you guys in the beginning of the story about how I used to train everybody had a graphic design video edit. So I go over the 20 % that you need to know to absolutely crush on LinkedIn without hiring a graphic designer, just using Canva, understanding, you know, what kind of resonates with people, what sizes you need to use, what features are appropriate for LinkedIn. And I go over the psychology of design. Then I go over copywriting. Copywriting is the hardest thing to teach other people. I give you my best in terms of what tips to use for copywriting. I give you viral copywriting templates that we use at Yap Media.

49:38I'm running dozens of influencers behind the scenes on LinkedIn. Essentially, most of the influencer accounts on LinkedIn are run by Yap Media. So I'm giving you the same viral templates that we use for them in the class. Then on day two, it's all about the algorithm. So we're going through the algorithm in detail. There's a four-step algorithm. I'm teaching you everything that you need to know about how to hack the algorithm. We're going to talk about the golden hour and a half, what to do in your first 90 minutes after posting to make sure that your post does well. I give you all the different engagement hacks.

50:09Then we go over storytelling, creating your content calendar and getting really tactical. And then lastly, sales. So I go over DM strategies, invite strategies, how to create different sales templates, how to find your target audience, all the different hacks that you can use with search, with events, with groups, and so on. And I basically teach you how to then convert your following into leads and eventually sales. So it's an end-to-end program, two-day workshop, live with me. I like to do it live because I feel like it's important to give people an opportunity to ask questions. And then when you're done, you can join my monthly mastermind, where basically everybody is supporting each other's content.

50:47I'm constantly giving you guys feedback. And a lot of the guests that come on my podcast do free training. So it's like, we have like Jason Fladline doing a webinar training. We had Ken Ozawoski doing a video marketing training and so on. And so it's like, I keep leveling you guys up so that you guys can continue to improve because the sales piece is something that we need to keep on working so that we can really just keep growing. So the next class is September 6th and 7th. Jenna has her own code that you guys can use for 20 % off. And I'd love to see you guys there. I'd love to teach you guys how to crush it on LinkedIn.

51:22So where can everybody find out more? This is incredible. And I am so excited to be a student of yours because I am like obsessing over. People need to understand that when you can get these templates and strategies, you can skyrocket your success in a massive way and in a short amount of time. Instead of trying to figure it out on your own or feeling like you're wasting your precious time, where can we learn this? Yes, you can go to yapmedia.io slash course and you can use code Jenna for 20 % off. Amazing. I am so impressed with you. I am obsessed with your story. I love seeing you on the chart.

51:59Where can everybody find out more about you, connect with you, listen to your podcast, find out about your network, give me all the places. Well, first of all, Jenna, you did such a good job with this conversation. I've always admired you as another female podcaster. So congratulations on all your success. Longtime fan of your podcast. If you guys are interested in learning from me on my podcast, it's called Young and Profiting. Like I mentioned earlier, it's a top 10 business podcast, top five entrepreneurship podcast. I interview brilliant people. Jenna's about to come on, really excited about that interview.

52:31I've interviewed people like Alex Hermosey and Grant Cardone and Damon John. And I just love to talk everything human behavior, marketing, entrepreneurship. And so if you're a small business owner, a new entrepreneur, a side hustler, you're going to love my show. So I'd love for you to check out Young and Profiting Podcast. and if you guys are interested in my LinkedIn masterclass, that's the other way that I can help you really level up on LinkedIn. I've transformed hundreds of people's profiles on LinkedIn and I really started this because I had this great agency, but it's really white glove, high ticket services and I wanted to be able to help more people.

53:04So that's why I started this masterclass. It's the same training that I give my team to help all of our clients. So if you want that same access, you can join the LinkedIn masterclass. Again, it's yapmedia.io slash course and I've got a special code for all of Jenna's listeners. You can use code Jenna for 20 % off. Thank you so much for coming on the Gold Digger podcast. This was an absolute dream. Thank you so much. You know, when you listen to someone and they just make you want to like run through a door, I feel like this episode makes me absolutely want to get on LinkedIn and crack the code.

53:37And the good news is we don't have to do it alone. Hala is literally going to teach us exactly how to do that through this strategy she shared today, as well as the strategies that she shares inside of her masterclass. It is amazing when you can start to be exposed to a new way of marketing, a new way of doing things and everything she just said makes total sense. I am so excited to be connected to Hala, to learn from her and you better believe I am signing up for that masterclass so that we can sharpen up our LinkedIn strategy. Years ago when I did my first interview on LinkedIn, it inspired me to get on the platform but let me tell you, I am about to shift the way that we have been leveraging and using that platform based off of this advice and so much more that Hala has to offer.

54:20Thank you so much for tuning in to another episode of the Gold Digger podcast. If you have a quick second, would you take a moment to rate and review this show? It means the absolute world to me. I read every single review and just hearing from you is a great way to say thank you and to help me continue to bring on incredible guests just like Hala. It'll take you 10 seconds. It'll mean the world to me. Thank you so much for listening to the Gold Digger Podcast. Until next time, keep on digging your biggest goals. I'm over here giving you a virtual high five because you just finished another episode of the Gold Digger Podcast.

54:55Did that go by way too fast for anyone else? If you want more, head over to golddiggerpodcast.com for show notes and all the discount codes from today's sponsors. And if you're looking for a new crew of movers and shakers like you to bounce ideas and ask questions, be sure to join my exclusive community for Gold Diggers on Facebook. The link's waiting for you at golddiggerpodcast.com.