Steal This LinkedIn Growth Hack | Bathroom Break #80

0:07Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back with another episode of Bathroom Break.

0:42I am here with the Jay Schwettlson, and I'm Daniel Murray. And I want to know, there's a trend that's going around and you are in the know of six or seven. And I know something else is six or seven that's coming up. What's coming up in six or seven that you're planning for on the 6th and 7th of November? Well, first of all, 6th, 7th is over. All right. I mean, the fact that we're talking about it means it's very, very, very over. So let's skip that. There's this thing called Group 7. If you don't know that, you can look that up and it'd still be cool. So my giant virtual conference is on November 6th and 7th in a few days, and I'm actually losing my mind.

1:21I need this thing to just happen already because I'm losing it. yeah jay jay has this tendency of taking a million things on and then uh losing his mind well i'll give you an example okay let me tell you like things i'm working on right now for the events that's coming up so we're doing a karaoke there's no look karaoke so the contestants are gonna be blindfolded i'm gonna be one of them and then we have nick lachey from 98 degrees in love is blind judging the singing and so there's there's gonna be i think four singers and i think there's a four different songs that we're gonna spin a wheel and then whatever song it lands on I'm going to have a bandana covering my eyes and everybody attending virtually the thousands of people are going to see the words, but I won't have the words.

2:01So I'm trying to memorize these four songs. So like one of the songs for example is Celine Dion, My Heart Will Go On from Titanic. Oh, that's a high-pitched song right there. Yeah, it's like near, far wherever you know. You're going to see this live everybody. Last week I'm in my car saying this crap i can imagine people just like what is this guy doing yeah yeah oh my god what ridiculous anyway you got to be there so um speaking of being there daniel just had his big conference called marketing land and he did a marketing tactic that we're going to break down um that i think everybody should be doing so daniel what did you do that's an underrate under the radar tactic to really generate awareness for the event that you just put on i don't even think it's an event in general and jay to be honest has been telling me this for four years to get on this um but we officially launched a linkedin newsletter and i wanted to say that i wouldn't say it replaces having an actual email list and i'm not going to go say ever say that because emails are golden but what we did is and i'll tell you like the pros and cons of what happened is we decided to launch a linkedin newsletter to drive subscribers and mark millennials has a lot of followers on this page so i was like okay what happens when you launch a linkedin newsletter it goes out to all everybody who follows the page or if you if your own you do it on your own page it goes on to all your followers so if you have a personal page it goes all your followers and it says subscribe to the newsletter so when i the minute i launched it i started getting subscribers rolling in but i'll tell you the biggest mistake that i made because i was like okay subscribers gonna roll in i'm gonna post the newsletter and it's gonna get sent to everybody but what i realized is that the best tactic to do is wait until the subscribers come and then send the first newsletter so i was waiting and looking at my metrics and looking why has there been zero emails sent for this and this tactic and we got some subscribers but it was just from people who looked at the article not looking at the actual news that getting sent the newsletter so it was a flop at first but then i i was like hey can we just send another newsletter the next week right before the event and then i saw linkedin send the newsletter to 80 90 percent of the list and we we drove over seven eight hundred registrations from the just doing that so let me just break that down a little further with what we're talking about and i'm going to give you daniel's stuff but it also applies if you're really small you could do this on your personal page you only need at least 150 followers or connections and on your company page you can do the same thing and this is unbelievable this is the only thing in social media that beats the algorithm because what daniel's talking about is when you launch a linkedin newsletter the way you do it is you go to start a new post and you click there's a button that says write article on like the right hand side when you do that there's another button that says start a newsletter when you click start a newsletter they ask you to name the newsletter whatever and as soon as you do that and you you set it up it will then send out a notification to every single person that you are connected with or that follows you or your company page saying do you want to subscribe now daniel has a sizable audience so his market millennials has like 1.2 million or whatever followers so how many subscribers did you get kind of like over those first week or two we got i think it was around 12 to 15 percent of the like the base so if you're doing this for yourself you probably will get 15 i think we'll end up probably like 20 percent of your follower base So let's say even if you give a thousand connections or 2000, that's still a sizable email list to have 200, 400 people that you can get past algorithm and get in their inbox and LinkedIn's doing it for you.

6:09So if you start that, but I, Jay has been doing this for a while. He tried to launch a new, a new tactic and you've been doing this a lot too. I saw that you do this on your, your talk recently. You've been doing this, steal this tactic thing where you do a new tactic and you just tell people this is your tactic you're doing. Right. So I got in trouble with this. So what Daniel's talking about when he launches LinkedIn newsletter. And by the way, every time Daniel now publishes his LinkedIn newsletter for free on LinkedIn's dime, it doesn't just get posted on his feed, on his Market Millennial's feed.

6:44An email goes out from LinkedIn and it's the newsletter as if it was a regular email newsletter. And it goes right to the inbox. It has like 100 % deliverability to the inbox. If you're not taking your same content that you're sending out with your regular newsletter, business, consumer, whatever, or any offers, stick them in a LinkedIn newsletter. Start it because you don't even need to keep publishing it. It just keeps adding new subscribers. But I got in trouble with LinkedIn. They actually reached out to me, and I had to undo stuff, which was wild.

7:13Basically, it's kind of like a hack to beat the algorithm. And you can launch multiple LinkedIn newsletters. You don't need to just have one on your personal page or your company page. So I was like, you know what? I wanted to get a lot of people registering for my guru conference. I said, I have an idea. What if I launch a new newsletter? And basically, it's a newsletter that all it is is register for the conference. And I was saying in my head, when I do that, it's going to notify every single person that I'm connected to or that follows me with this notification about my conference. I go, this is great.

7:50So I did that and I put this big thing on LinkedIn, steal this tactic. And I launched the newsletter purely as a subscription offer for Guru Conference. And I would say within about, I was very impressed, within about 45 minutes, I got a note from some important person on LinkedIn saying, dude, you can't do that. That's not a good use of our community. You're not doing the right thing. That's not what it's there for, bad. And I was like, oh, I didn't want to go LinkedIn jail because I'm really never trying to do bad stuff. I just thought I was like being smart. So don't do that. I will also add one other thing.

8:26LinkedIn is very anti links. Like in your posts, you have to do certain tactics to get a link in a post to drive people off. But in a LinkedIn newsletter, you can add as many links as you want. And they still send the email to all these people. And I'll give you some stats. It's probably going to end up being a little more than this. But, for example, the email had a 25 % open rate, which is pretty good for something that's not coming from your personal name. It can't come from LinkedIn. So, 25 % open rate on your list for free as a marketing tactic to just show that you have good content, thought leadership.

9:10It's pretty – and if you want to – jace's copy and paste your newsletter i think you should give like samples in these newsletters like a little taste of what you do in your your full size content so you could say here's a cool stat from this this blog post that we wrote here's a good cool thing that we do here and get people to come off that newsletter to what you're doing but you can give them all it's still valuable to give them good tidbits in that newsletter that drive them to your stuff um so have a plan to get people out of that newsletter to your stuff but i think it's a a tactic that you should probably steal any any type of business that you want to just keep aware that you're with your followers and if you it's a low-lift way to start a newsletter before you want to actually start a newsletter an actual email newsletter because when you start an email newsletter you really have to go commit hard to grow.

10:08And the other thing I would throw out there, I think people sleep on is the email address that you give LinkedIn is like the one you're never going to change. It's the one that you really care about because you don't want to have to change that, right? Especially for anybody out there that's business to business, primarily the email address that you have in your database is going to be somebody's corporate domain. This allows your newsletter actually go to their personal domain email address because that's what they have with LinkedIn. So it's just another way to hit people at the exact right place.

10:37It's a very, very hard email address to get access to. Yeah. I mean, you don't physically get the email address, but you get in that real estate. And I think the goal of marketing in general is to find that underpriced real estate get into places where other people can't get into or are harder to get into. And And LinkedIn newsletter is a way to get into a place where it's harder normally to get your email. So you have two now avenues. You could do your regular emails and a LinkedIn newsletter and get in the inbox in two different ways. And now you have two different ways of fighting for space and a high real estate.

11:16And it's coming from LinkedIn. So if you don't have high domain authority or high brand awareness, LinkedIn definitely has high brand awareness. So you might get even a higher up rate if they don't know who you are from a LinkedIn send. All right. So before we wrap up here, Daniel, you did your big event. And Daniel, like thousands of people with this thing, exhausting. The event ends. Do you just collapse? Do you like go to bed at 8 o 'clock last night? Or are you like, you feel so energized? You go out in Miami and you rage. You go to all the clubs. The minute the event ends, I slapped my computer and I did not open Slack.

11:52And like people were slacking me. But there was this whole thing at my event where there was this inside joke about people giving nuggets. And they kept saying, McDonald's nuggets, nuggets, nuggets, nuggets. And then everybody's like, I love Nuggetland. And it was just like this whole thing. I think next year I'm going to launch a Nuggetland. Yeah, I like it. I'll go. I was like, McDonald's, if you're hearing this, please sponsor us. We'll be throwing out some marketing nuggets here. Yeah, marketing nuggets. That's what you need. I like it. Uh, well, I don't think we had any marketing nuggets here today, but whatever.

12:28Listen, everybody go and follow the marketing millennial show. It is incredible. Give Daniel a great review. And if you're hearing this before guru conference, go guru conference.com. It's free. It's virtual. You can hear me saying what a sell later. Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast. Do this. Not that for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel.

13:01Go follow the Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out and it could be anything from email, subject line to any marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.