Hala Taha: LinkedIn Marketing Strategies for Explosive Business Growth | Marketing | YAPLive

22:47It's things like that. Yeah. And my brand sponsorships. That makes sense. That's really good. Okay, so let's talk about this media powerhouse, scaling, all that stuff. And then we're going to get into LinkedIn because I know that they're going to want to like, how do I get leads on LinkedIn? I need more leads on LinkedIn. These are really good leads. It doesn't matter if you sell business to consumer, business to business. It's all the same. So your company has been recognized, as we know, as one of the fastest growing podcast networks. It might even be one of the biggest there is. Yeah. I think it is.

23:16what were the biggest challenges that you faced in building that to get to that level, to really scale? What were some of the biggest challenges? So everything has happened so organically, honestly, but I think the biggest challenge for me, which is probably pretty unique, is that I had a volunteer team and I had to convert them to employees. And when people are working for you for free, it's just, everyone's so happy. Everyone's, I'm not getting paid. You're not getting paid. We're all motivated. This is a movement. It's just a movement. It's a vision. But then once, you know, there's clients involved and like, it's got to get serious.

23:53So there were some people that I had to like fire that I'm like, you guys are still acting like volunteers and this is a company now, you know? So it was kind of like growing pains of like moving away from being like a movement to like a real company. And then just also the fact that I'm not just a CEO and founder, I'm like a media personality. So not every CEO has to have interviews twice a week, two full days. And so it was really important for me to get business partners. And so I met my COO and one of my business partners, Jason, and now he's helped me so much. So just finding the right people that have the right mentality that I could trust to give equity so that they could help me grow my business while I could also be the face of the company.

24:33Cause it's kind of like two different roles and I see it even more evolving. You have to bring in somebody to run the business. If you're like the face of the business, it's hard to really do both. You have to do both here in the very beginning. The biggest thing that will determine your success as a business is bringing in the right people to run the business. That can make or break your company. And I've seen that both ways, even in my own business. We've had setbacks with maybe the wrong management team. They did well in certain areas, but other areas not so well. And a lot of times you might bring in a management team that has a skill level to get you to a certain level.

25:05But once they get you to that level, if they don't learn and grow and know what to do above that level, you're going to stay capped. So you have to bring in sometimes even better people that have already done the thing that you're wanting to do. So whatever you're at now, let's say if you're like, I want to grow this media thing to 250 million a year. Well, maybe the people that got you to where you're at, they might not, not all of them, because some will grow with the business. They'll learn. Others won't necessarily do that and they won't have the skill level to get you there. So when you brought in that CLO, what changed for you?

25:37Well, the thing is, is that he was actually working with me first. Okay. Yeah. So it's not somebody that I just like found, I put out like a post, I want a COO. It was somebody who was my production director. He had his own company. Okay. He ended up shutting down his company to run my production team because we were doing really well. Yeah. Okay. And then he just started taking on finance, taking on ops, and we became really good friends. And then I trusted him. And so it was like, it was an acquihire. Yeah. So it wasn't just like me finding somebody else. They already knew the business. They were instantly involved in the business.

26:10Yeah, and I had the proof that I knew he was going to do well. That makes sense. All right, so I want to pivot because I know everybody's going to be like, how do I get leads on LinkedIn? So if you're a salesperson, business owner, sales manager, whoever you are, tell us – you said you became a LinkedIn influencer. Yeah. I didn't know what that term was before you even got into podcasting. So how did that happen? Well, basically, when I first started my podcast, I had a rule for myself. I'm going to post on LinkedIn every single day. Okay. And what would you post? Well, it would just be whatever I decided to post that day.

26:43I was very motivational and inspirational in the beginning. I was working in corporate at the time, and I wanted to push my podcast. And so I made a rule that I was going to post every day. But the key is that I figured out all the engagement hacks. Okay. So for example, on LinkedIn, a DM is the highest viral action that you can take. Okay. So if you DM somebody and they respond back, they're 85 % more likely to see your post on their feed the next time that they log on. I did not know that. So I had this strategy. I didn't know what I was doing at the time. How did you even know that? I just figured it out.

27:18I figured it out. You're walking down the street one day and somebody started like, hey, if you're on LinkedIn. Well, I know the LinkedIn algorithm like the back of my head. So when I first started, Gary Vee was somebody who I thought was very similar to me. He had a podcast. He was in marketing. He had an agency. He was motivational. So I decided I was going to target his fans. So I'd go on his recent post. I'd see anybody who liked and commented. This showed me that these people took viral action. They were active on LinkedIn. They enjoyed similar content. So I would invite them to connect. Hey, I see that you like Gary Vee's posts.

27:55I love him too. If you like his stuff, you're going to like mine. I've got a podcast. I'd love to talk about motivation. Let's connect. Yeah. They'd be like, oh my gosh, sure. Yeah. Before I knew it, I had like 10 ,000 of Gary V's fans. Wow. I would always be like the top comment on his post. And then so other people would be like, who's this girl with 100 comments, 100 likes on her post? So then you got even more views. And then it would just be an effect. That makes sense. And then because I was very engaging and actually had conversations in the DMs, I got super fans that were like really invested in my success.

28:23Oh, Hala talks to me. Hala knows me. And so it wasn't just about posting every day. I used to have a 45-minute commute to Disney. I'd post in the morning, but then I had to roll on the way back. I'd have to send all my DMs. Now, were your post intentional posts or were you like posting about your cats or like what were you posting? So I want to make sure that everybody knows like it's not just just post to post. There's probably a reason why you're posting. Well, back then I was posting motivational posts because it reached the broadest audience and they were most likely shared. And And the second most viral action on LinkedIn is shares.

28:56So if you want to go viral, you need shares. So I used to post motivational, positive content so that it would go viral. But LinkedIn has changed over the past six, you know, I became an influencer on LinkedIn six years ago, right? So now if you want to do well on LinkedIn, you've got to think of a couple of things. Number one, it's got to intersect. Hey, young and profiterers. As an entrepreneur, I know firsthand that getting a huge expense off your books is the best possible feeling. It gives you peace of mind and it lets you focus on the big picture and invest in other things that move your business forward.

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32:02Young and profiters. I know there's so many people tuning in right now that end their workday wondering why certain tasks take forever, why they're procrastinating certain things, why they don't feel confident in their work, why they feel drained and frustrated and unfulfilled. But here's the thing you need to know. It's not a character flaw that you're feeling this way. It's actually your natural wiring. And here's the thing. When it comes to burnout, it's really about the type of work that you're doing. Some work gives you energy and some work simply drains you. So it's key to understand your six types of working genius.

32:37The working genius assessment or the six types of working genius framework was created by Patrick Lencioni, and he's a business influencer and author. And the working genius framework helps you identify what you're actually built for and the work that you're not. Now, let me tell you a story. Before I uncovered my working genius, which is galvanizing and invention, so I like to rally people and I like to invent new things, I used to be really shameful and had a lot of guilt around the fact that I didn't like enablement, which is one of my working frustrations. So I actually don't like to support people one-on-one.

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33:38I'm obsessed with this model. So if you guys want to take the Working Genius assessment and get 20 % off, you can use code profiting. Go to workinggenius.com. Again, that's workinggenius.com. Stop guessing, start working in your genius. With LinkedIn's editorial agenda. So LinkedIn is a careers, hiring, and recruitment site. Any of my posts that get like 100 ,000 likes, million views, they have something to do with careers and jobs and recruitment. Give us an example of what a post might say. So it might be like a tweet card. So something that looks like a tweet, if you guys have seen those posts.

34:12It might be like, the three things I look for hiring are, you know, reliability. Recruiting, career. Yeah, so it's like, these are the three things I use to hire. Or these are red flags in a job interview. Or here's three things to ask your, you know, the person interviewing you to secure the job or just something like that. Exactly, so something that has to do with careers. hiring, promotion, because LinkedIn is a social media site, but they're also competing with ZipRecruiter and Indeed. And so they want to keep their editorial agenda to hiring, careers, recruitment. They want to keep that brand.

34:46So it's really important to do a couple posts a week about hiring, recruitment, and you have to figure out the intersection of what you talk about. So I'm an entrepreneur, so it's really easy for me to talk about hiring. This is what I look for for hiring. I'm not going to talk about necessarily like being a recruiter or something like that, But whatever fits with my, if you were like in health and wellness, it could be like work-life balance is your angle of being in careers and using those keywords, right? Also – So for like a sales training company, it might be like, hey, here's – as a sales manager, here's, you know, four things to look for before you hire that person or whatever.

35:19100%. Whatever, okay. 100%. The other thing is like keywords are really important. So these days it's all about interest-based algorithms. So every user on LinkedIn has an interest-based cloud, basically, where it can say what you're actually interested in based on the things that you like. And so you need to make sure that you're using the same keywords over and over again in your profile, your title, your job descriptions, your posts. I see. And then LinkedIn can match. Like, okay, Hala talks about entrepreneurship, so anybody who likes entrepreneurship, we're going to send her content to them.

35:52What could a person – I'm just going to pick a random industry. Let's say if I sold, oh, I don't know. Let's keep it easy. Let's say if I sold cars. Yeah. What could they post? You know, kind of some type of similar. Would it be like, hey, here's four things to ask the dealership about your purchase of a new car? Would it be, what could you do on that? Well, let me ask you, is this a local business? Let's say it was a local business. It would have to be a local business. Yeah. So my strategy for you would be actually to proactively invite your target market to your profile, which means that you would need to look up.

36:27You would need to know what are the titles of people that I'm looking for. And then on LinkedIn, it's unlike any other social media platform because you can search people by city. Okay, that makes sense. So let's just stay in the car industry. It's one of the industries we train. let's say that if they're selling, well, Ferraris, or let's say Range Rovers or something that's $150 ,000 plus, they're probably going to want to be looking up high-level executives, business owners, right? Exactly. So you can type in business owner, and let's say it's San Francisco. And then you would proactively try to connect with those people.

37:02You might engage on their posts, bring them into your world. And then when they engage on your stuff, LinkedIn will send a notification to all of their first connections who are likely in the same region. That makes sense. And then your stuff will get shared to even more people in that region. So you've got to be strategic to invite the people who are your target audience, even as, and if you're a local business, it's really important. Or let's say you sold life insurance over the phone or something, you could target what, like families between the ages of this and this to make this type of income.

37:33Does it allow you to like target that? You can't target at that titles, um, location, industry, company, company size. Okay. That's good. Schools, colleges. That makes sense. That makes sense. Okay. So, uh, what, what are some other things that they might need to know? Let's put yourself in their shoes. Say that you're, you go back before you do this stuff and you're in corporate America and you get a sales job. Yeah. What would you do on LinkedIn to bring in more leads and appointments if you were in their shoes? Yeah. So first of all, you've got to optimize your profile. So like I said, keywords.

38:09LinkedIn is just like a search platform at this point. Even it ranks super high on Google search. If you've ever Googled your name, it's probably LinkedIn comes up first, right? So you want to make sure that all the keywords that you think people need to use to find you are in your profile, in your post. You're using your strategic. You actually think about the keywords that you're going to put in your profile. Okay. Okay. Number two is you want to post, right? People want to see active profiles, but it's not just enough to like post and ghost. You need to have some strategy about it. So that means engaging with other people on the platform, potentially joining.

38:43I'm going to ask you this question. This will be good. Yeah. Let's say you go back to your job. You work for Disney. Yeah. Right. And let's say you were in sales for Disney, like corporate sales. Yeah. What would be like a post you might've done to like start that engagement? Which type of strategy you would have done there? So I would have probably went with an educational angle and I'd be like, here's the top three ways to close your next deal. You know, the features matter on LinkedIn. So this is something that we didn't talk about yet. So like video actually doesn't do that well on LinkedIn.

39:17It's just starting to pick up, but it's mostly like photographs, graphic posts, captions with keywords. That's what does well. So I would do something that has a keyword heavy caption with like all that. And it gives meaningful content for people who want content from experts. I would make sure that I have content in my profile that shows LinkedIn that I'm an expert. This is the other thing. LinkedIn, if I all of a sudden start talking about finance and I never talked about finance before, LinkedIn is not going to show my stuff to anybody. Because they're going to be like, you're not an expert.

39:53We're not going to feed the content. So they're actually looking at your track record of performance, your last two weeks of engagement. It'd be like me as a sales trainer, like talking about like, you know, the end of the world, like food storage. Yeah. So you've got to kind of like pick what you're going to talk about it and make sure it's on your profile and make sure it's on your post. The other thing I would do is like lean into your own personal story. So photographs of yourself, self action shots you at a meeting you making a deal you on the phone you on the computer show people like people love photographs yeah and on linkedin you actually get like points basically for dwell time and people actually stare at your photographs and it increases the morality so maybe if you're a salesperson and you're in a boardroom meeting with you know some executives maybe you take a picture there and you're like talking or something shows that maybe you're an expert in something yeah so you want to use a you could use like a photograph and then pair it with something that is educational or motivational.

40:49Okay. So let's say if I sold, I don't know, let's say if I sold commercial insurance, maybe you post something about the top three things to look for when renewing your insurance for next year or something like that. So it has to be around, you want to focus on something that's going to trigger like, oh, wow, that's really valuable. Yeah. And then the key is the people who like and comment on your stuff, they're raising their hand. They're saying, I'm interested in what you have to say. Then you retarget them in the DMs and you give them something for free. Okay. You give them some place to learn more.

41:22So you might then DM them and like, hey, saw that you commented on that. If it helps, we have a free guide that shows you how to XYZ. Totally. Would you like me to send that over or something? Exactly. So you build up your social currency and then you can lead them off LinkedIn eventually to a lead form, to a call, whatever it is. That's better than just like cold messaging them and they have no idea who you are. They've never really seen you or anything. Yeah. And you want to think about like every post has a purpose, right? So some posts are meant to go viral. Maybe that's your more motivational, inspirational photograph with an inspirational story or like a career related post, like I was telling you.

41:57And then some are sales. You want to just sell to your first connections. Anybody who likes and comments, you retarget them in the DMs. It is true what you're saying. Like even on my IG, I have a little bit under like 900 ,000 followers, but it's very niche specific to salespeople. If I started doing mainly like motivational stuff, I could probably get, you know, I probably have double the followers now, however, wouldn't have the same type of business, right? Because now when we're focused on sales, they're like, Hey, I want the sales training. If I'm just another person posting motivational stuff, not really separating apart.

42:27So you gotta, you gotta do kind of a happy balance, I think, where it's like, you know, you're, you're posting stuff for business as well, but your target audience, not just for more views. Cause sometimes views don't just necessarily like income, right? You know, uh, our guy on our team was at one of the Alex Harmozy's events that are day and, and talking about social media. And, and he even said the same thing. He's like, I got the most, you know, uh, views and followers from this one reel I did on my favorite burrito recipe. But then we went back and look at the analytics. Nobody bought any of these courses.

43:03So he's like, why was I even doing that? He's like, I got a lot of followers, but none of them from that. Totally. I didn't say I did anything. That reminds me of like, there's like some like meme type pages on LinkedIn where they post like cat videos. It's like, nobody's buying from these people. They're just getting followers, but they don't have a brand. They don't have anything. Yeah. Okay. So what would be a few other things that they could do to really like monetize LinkedIn from like a salesperson's perspective? Besides the DM strategy, besides the post, like what are a few other like nuanced stuff that most people just would not know that I know you know.

43:38I know, I know. I would be targeting events. Really? Okay. So LinkedIn has these events that people sign up to, and it tells you exactly what they want to learn about, exactly what problems they have, exactly what they're interested in. Okay. And so it could be like, for example, I sell a social media course. You could sell like a sales course. Sure. Or we can think of any example, but let's say if it's like some sort of, you know, solution that you have. And there's an event about solving that problem. So you're a financial advisor and you, there's events, you know, they come and build your, build your wealth or whatever.

44:14You can actually see who registers for those events on LinkedIn. And that tells you that's my target audience. I'm just going to invite all those people. The other thing is once you grow a following, you can use polls, right? So I do something where I'm, when I have like a LinkedIn course, I'll be like, who here wants to level up their LinkedIn? Yes, no. Yeah. They say yes, retarget them. Hey, I've got this webinar coming up. I'd love to invite you, blah, blah, blah. Okay. So you can actually just like kind of pull your audience, see what they're interested in, retarget them. Yeah. Interesting.

44:45Okay. Give us one more. I know you've got like a hundred more. You're holding out on us. Give us one more thing, like a nuance that most people just would not know that kind of separates you from anybody else. Okay. So one thing to note on LinkedIn, it is still an organic platform where you can kind of just like hack the algorithm. Okay. Okay. And the first 90 minutes is very important. You know, when you guys say hack, I picture like some kid, like, you know, like in the basement and like Russia and he's got like a hoodie over him. He's like hacking. Like, what does that mean? How do you hack it?

45:17So basically it's like, if you understand the publishing and engagement strategies, you will go much more viral. Okay. And it's just like a recipe. How do you learn that? Where do they go? Well, there's, there's a course. I have a course. Okay. That's a good idea. I have a course. We'll talk about that. So there's like a lot. So first of all, you want to avoid spam filters. Okay. So the first part of the LinkedIn algorithm, when you put up a post, it scans you for spam. So it's looking for things like chunky paragraphs, which is not intuitive. That's why you see all the influencers doing line-by-line style on LinkedIn.

45:51Okay? Okay. That makes sense. So they want people to skim. They want it to be readable. Yeah. They're looking for grammar errors. They're looking for anything, nudity, profanity, like the regular phone numbers. Okay. Follow for follow. Anything that looks sketch, they won't show your stuff to anybody. Okay. So you need to know what the spam builders are. Also, over-tagging, over-hashtagging. Okay. Even tagging anybody who's not going to - How many tags is an over-tagging? None. Just don't do - None. Well, I would say three max. Three max. But in general, I think hashtagging will hurt you. It's just keywords now.

46:24Interesting. Hashtags don't really work. Also, you can't tag people who won't engage on your post within the first 30 minutes. So basically, all these things that people abused are now spam filters. So people used to, like, tag 50 people. Yeah. They abused it. So now if you tag anyone, if they don't like or comment in the first 30 minutes, you're deprioritized. It looks like you're spamming someone. So you don't tag anyone. So there's spam filters that you've got to get through. Okay. Then, like, the second stage of the algorithm is really all about viral action. And viral actions are all weighted differently.

46:55Okay. So you want to share, sorry. my brain's fried from speaking today. I can't believe you did a podcast. I went on Dan Fletchman's, do you know Dan Fletchman? Yeah, yeah. I went on his podcast right after a seven-hour workshop last week in Beverly Hills. And he asked me a couple of questions. My brain was so fried. I'm like, oh my gosh. I feel like I'm 97 years old right now. Yeah. So sorry about that. But shares are the most viral action. And every viral action on LinkedIn is weighted. Okay. So shares are four points. Comments are two and a half points. A like is one point. So you could actually, if you optimize for likes, you're never going to go viral.

47:34You need to optimize for shares. Okay. And so basically you want to make sure that if you're writing a post, like if I say, Hey guys, comment below and share your story. That's me trying to engage my first connections because I know I'm not going to go viral if I tell everybody to comment. Or maybe your CTA is like, hey, you know, share this with somebody who you feel like, well, this will help or something like this. That's almost your CT to just get them to share. Or if you say nothing. So like a viral tactic that we did once is that I would find like really motivational quotes that went viral on Instagram that I already know go viral.

48:09I would put it up on LinkedIn with no caption. That would trigger people to want to share it with their own thoughts because I didn't tell them what to think. So that would lead to like all these shares in us going viral. So it's like, you need to think about like, okay, what am I really optimizing for? Every post is a purpose, like I was telling you. Okay. You got to kind of change it up a little bit. You got to interrupt the pattern because if you're writing the same type of stuff in almost every post, if you're writing the same pattern, the brain recognizes patterns and they're not going to share it as much.

48:39So what you did is when you, let's say you wrote all that stuff and share if you agree or whatever, and then the next one's just the thing with nothing on it, what you did is just interrupted their pattern. So they're freaking out and they're going to share it. And that's the other, a lot of it's like psychology. On social media, if you give everybody the kitchen sink and you say, I've got the five ways that you need to do X, Y, Z, and you're like, okay, Holla knows it all. I have nothing to share. She already gave the five ways. So I'll purposely leave something out that's very obvious. So people are like, oh, you forgot this, right?

49:09And then they want to contribute and they have their own ideas. That makes more sense. Yeah. Okay. This has been a very interesting conversation because we always talk about sales persuasion influence, but really what you're doing is sales persuasion influence as well in the form of LinkedIn and podcasting to get your message out there. I always can say, you know, I would say you can have the best product, the best service, the best thing in the world, but if nobody knows about it, you're not going to go anywhere. So where can they find out more details about maybe how they can look at maybe starting their own podcast, or maybe if they want to learn how to generate like high quality leads in LinkedIn so they can sum more, where could they go to learn about that with you?

49:46I have a course on LinkedIn. It's a masterclass. You can go to yapmedia.com slash course. Brilliant. Okay. Go there if you want the two-day workshop. Okay. In terms of podcasting, I've got a podcast, Young and Profiting. I talk all the time about growing podcasts because that's what I'm known for. Where would they go to get that podcast? Like iTunes, Spotify, just anywhere? Spotify, Apple, YouTube, we're everywhere. So Young and Profiting. Okay. Yeah. Yes. And I've actually been on your show. I remember you I think we did a virtual. Yeah, we did a virtual. When was that? I've been on so many podcasts a couple years ago.

50:19It was great. We did a great sales episode. And you're just like, can't remember anything. Well, it's been a pleasure to have you on. Yeah, thank you so much. Congratulations on crushing it. I heard a lot of people come out there saying that you're really, really good. Thank you. So good job. And we will see you on the next show. Go to her site. Look, if you want to be the best at what you do, you got to do what? You got to commit to mastery, right? You don't want to be a dabbler. You don't want to be a winger who wings everything. You don't want to be a know-it-aller. You want to commit to mastery if you want to be in the top 1%.

50:50To be in the top 1%, you got to learn skills that she's talking about and other skills we talk about on the show to get to the highest level. So make sure you go to the website, check out her course, learn LinkedIn, get a podcast and make selling even easier for you. Thank you. Yeah, fam. It was so much fun to speak with Jeremy Miner in person for his podcast. I loved being there in person. I love doing more in-person content. And it really just reinforced something that I've believed for years. Whether you're closing deals in sales or building an audience on social media, it really all comes down to human psychology and creating those genuine connections.

51:27Now, in my conversation with Jeremy, there was some takeaways that I want to just highlight. First, that's mastering the art of storytelling. Whether you're opening a sales conversation or starting a LinkedIn post, beginning with a story that people can visualize and become emotionally invested in is super important. Remember back to how I opened my funnel hacking live presentation with Jenna Kutcher's car story. That wasn't accidental. It made 6 ,000 people lean in because they could see themselves in that moment. Next, you've got to leverage a DM strategy. And this works for any platform, but especially LinkedIn.

52:02When somebody is engaging with their content, when they're liking, when they're commenting, they're raising their hand and they're saying, hey, I'm interested in this. Pick me. Don't let that opportunity slip and retarget them in the DMs. That means reach out to them in the DMs. They took the first action. And so you want to respond with something valuable and not salesy. Be of service and just keep building up that social capital. And here's something Jeremy and I both believe. You've got to commit to mastery. You can't just dabble. Pick one platform and then go all in. Truly understand the algorithm.

52:34Study the features. and get your reps in. I became the LinkedIn queen before I conquered other platforms because I focused on that one platform. I actually stopped posting on Instagram and other platforms I only posted on my LinkedIn and podcast for two years. And then I dominated both those channels. Finally, remember that your personal story is your unfair advantage. Corporate America taught me presentation skills that I still use today to land high ticket clients. I got my first 30K a month retainer client, my second client ever, because I had good PowerPoint skills. So your background, whatever it is, has given you unique skills that others don't have.

53:11Make sure you get those skills and then use them. Yeah, fam, if you found value in this conversation and you feel like you're now ready to level up your influence game, make sure you pay it forward by sharing this episode with somebody who needs to hear it. Maybe they're struggling to generate quality leads or trying to build their personal brand. This episode could be exactly what they need to hear. And by the way, you don't just need to hear Young and Profiting Podcasts. You can watch all our podcasts on YouTube. And now with our Yap Live series, we're also on Spotify video. You guys can follow me on Instagram at Yap with Hala or LinkedIn.

53:45Just search my name. It's Hala Taha. And again, I want to say thanks to Jeremy for having me on his show. It was such a fun conversation. I hope you guys are enjoying this Yap Live series, enjoying hearing me on other podcasts from time to time and learning from me directly. This is Hala Taha, a.k.a. the Podcast Princess, signing off.