Agency Forward

Chris DuBois 0:00
Hey, everyone, today, I'm joined by Logan got Logan is a LinkedIn ghost writer and the founder of got content. He is the guy behind the scenes for folks who want their LinkedIn presence to truly reflect who they are while resonating with their audience. If you have ever felt like your LinkedIn posts are lacking a little something, or you just want to get better at sharing your story. This episode is for you. In it, we dive into how to mix personal storytelling with business insights for authentic engagement. Logan's approach to keeping LinkedIn content fresh and relatable common mistakes he sees people make on LinkedIn and how to avoid them and more. Hiring in the agency world is rough. Most job posting sites will get you tons of applicants, but with their easy applying options, most of those are unqualified, and worse, they don't understand what it's like working at an agency. This is why I created the agency job hub. You can post your positions for free to find applicants looking specifically for agency work. We already have a growing list of candidates who will be notified as soon as you post. You can list your open positions for free at agency jobhub.com and now please welcome Logan Gott. It's easier than ever to start an agency, but it's only getting harder to stand out and keep it alive. Join me as we explore the strategies agencies are using today to secure a better tomorrow. This is agency forward. What's the biggest mistake you see people making on LinkedIn?

Speaker 1 1:40
Biggest mistake I see on a regular basis, at least, is posting content that is like, really blocky. In a sense, it's like because LinkedIn is more professional in the first place, compared to like Twitter or Instagram. So there's more of these founders on here that are trying to be professional, so they post content that reflects that, but it's also making it really boring. It's too technical of content, and people have a hard time consuming that content. So if you think of like in the AI space, have you, if you've never been in the AI space, it's really hard to consume that content, because it's just really like, far out stuff, of things you've heard concepts you've never heard of, so you can't really consume it. And that's the majority of the content I see on LinkedIn, but just in different niches. So that's the biggest mistake I see, is is founder of posting too technical of content being too technical, right?

Chris DuBois 2:35
I think I've heard it described as broetry to like, when you break it out into like, the single lines, and you get into that flow, mainly because you see a lot of the like museum air quotes, for anyone just listening the bro marketers and stuff, who you know, specifically on Facebook, you see it all the time where it's like, the entire post is just line, line, line, line, line. So it's probably the complete opposite end of the spectrum, yeah, for sure, but, but yeah, I agree. Like, I skip over posts, like, if I they might get me with the hook, and then I hit C more, and it's just like a block. I'm like, no, no time for that, yeah? And it's like, and it sucks, because sometimes it's people that I really do want to read stuff from, but it's like, I don't have the mental capacity right now to consume this? Yeah, for

Speaker 1 3:21
sure. I think that's like, a reason like, why LinkedIn and like Twitter do so well, because it's like, nobody wants to. It's not that nobody does, but the demographic of people, like, in this age, I would say, want shorter stuff, so the people that are going to, like, read like, a full on Article. It's actually a lot less nowadays, because there's things like Twitter and LinkedIn where it's shorter posts, where they can still get that information, but it's just a lot more, it's easier to consume, in a sense. So if you're trying, if you're trying to win, specifically on LinkedIn, you need to appeal to that demographic of why people are actually going on there in the first place, which, I mean, isn't fully just to consume contents, to connect with people too, but a big majority of the people are there for that,

Chris DuBois 4:00
right? I think that's, yeah, understanding the medium that you're writing for. Like, I don't I hate putting, like, my blog content, like, I use sub stack. If you want to read any, like, long form content from me, you can go to sub stack. It's all right there. But like, if you go to sub stack, you're expecting that, right? Like, you're not expecting a short type post, like a Twitter thread or something? Yeah, I guess so that's obviously a mistake. I see it all the time as well. Do you think it's just that they want to be professional with it, like they think that's professional writing, and so that's what they need to be

Speaker 1 4:36
doing? Yeah, that's a good question. I think it's part of like, being in the corporate world and going through the stages to get to the corporate world. So going to high school, college, they teach all this, like really professional writing all throughout and social media just really isn't that when you're trying to grow an accountant, appeal to people. People don't. Want to read all that technical stuff. That's the stuff that should be in books and stuff like that, which it does have its place, the things that do that the corporate world teaches and stuff, but to win on LinkedIn and stuff that I yeah, like you got, you got to get away from

Chris DuBois 5:14
that more, right? Yeah, has to be consumable. Yeah, I guess. What's your take on the the whole attention spans are shrinking content. I

Speaker 1 5:24
mean, I think that's definitely true for sure. I mean, you see things like tick tock blowing up and stuff. I mean, that's been blowing up for a while and stuff. But I mean it only, it only continues to expand, because attention spans are short. So I mean, it's unfortunate, in the sense, because you can't, you can't share as much value as you want, but that's just where it's going right now, and you got to appeal to that.

Chris DuBois 5:49
Yeah, I'm wondering if it's primarily because there's so much content that you can consume that it's like, you don't have to be picky, right? Like, if, when there was only one channel on TV, it's like, you're gonna sit down, you're gonna watch out one channel of options. But if, like, you have unlimited options now it's like, no one wants to sit there and just pick one thing. Yeah, yeah.

Speaker 1 6:09
I still see like, like you can see like, YouTube channels and stuff where they post 30 minute long videos or an hour long video, and you they still get a ton of views, because the idea behind it, that content that they're actually producing is so high level that it level that it keeps people there. So you do see long form content on LinkedIn still doing really well. You see videos on there that are 20 minutes long or something, and they still do really well. It's just that the majority of the posts there aren't aren't good enough to be long form. They need to be short form to get any sort of traction there, right? Yeah,

Chris DuBois 6:42
it's definitely something to be said for like, if you can just make things more engaging, if it's more entertaining, you know, feels more valuable, then yeah, people will sacrifice some of the attention of other things and give it to you. But you brought up a good point with with like, YouTube, even there, I'll throw videos on two times speed and just watch them like that and stuff like, yeah, I want to consume this, but like, let's, let's go right. Chop, chop, for sure. Yeah, it's interesting. So one of, one of the other things I guess I'm interested in with LinkedIn content is there's often a balance right between, like, storytelling and just straight B to be focused content. How do you strike that balance as a change for you know who you're working with, like industry, I guess? Or is there kind of like, a certain, I don't know, a specific place that you should be aiming for, no matter who you are? What

Speaker 1 7:36
was that first part of the question? You said B to B, and what was other

Chris DuBois 7:39
part of that? Just with storytelling versus, like, very like, business driven, yes, content,

Speaker 1 7:45
yeah, I get you, um, it does vary by niche a little bit, but typically, like, what I see on LinkedIn and what I do for my clients is I try to have, like, an even split of that content more so focused on the value. So if I was going to do things that are more storytelling or personality based, I would still try to incorporate experiences from whatever their niche is, so that it's still valuable to their audience, but it's also sharing who they are as a person. So I try to have a mix of that. I would say more go more so go the value route of like, Hey, this is how you do something. This is the client results I've had, because that's what ultimately makes the money. But if you don't have any new followers or stuff coming in, new followers to warm up to become leads and clients, then that's also something that you don't want. So you have to have an even balance. And what I found for that is like two, if you're posting seven times a week, I found like two personality posts and then five value posts is completely fine, especially if you're a leader in your niche. You actually don't need to go the personal route as much, because people are there for your value content. But in the beginning, it's really helpful to post personality stuff, just to get that initial following

Chris DuBois 9:02
right. So some that I've been finding, maybe you can validate this for me, or tell me it's just completely off, and I'm wrong. The I've been making my posts on the weekend, more of those personality posts just, hey, this is what's going on. Here's some shit posts, for lack of better terms. On some of the language, making a joke or something, and those ones perform very well over the weekend. But if I try any business based posts on the weekend, not I'm gonna get a handful of likes, right, no comments, and even the impressions fall off.

Speaker 1 9:36
Yeah, that's funny. You say that actually, because, like on Sundays, like, I completely don't go on any social media or anything, and I'll purposely post like personality posts or like engagement more so bait posts, because I don't want to be on but I also want to, like, carry momentum into the next days. So I think there's that aspect as well. Like it actually both sides of what you're saying works really well. I.

Chris DuBois 10:00
I'm gonna have to come up with more shit posts on

Unknown Speaker 10:04
some more news, right?

Chris DuBois 10:07
So, all right, let's, let's get into ghost writing and just why? Why would a business leader, or really just anyone in general, want to hire a ghost writer from LinkedIn?

Speaker 1 10:16
Yeah, really good question. The majority of people I see if have the question first of all, like, why would I not go into a marketing channel outside of ghost writing? And the question, or the answer I always have to that is because having content, having a personal brand, actually makes every aspect of your marketing channels better. So if you have paid ads going out, people are still gonna click on Like your profile to see, Hey, I like this paid ad. But you see, Is he real? Does he have actually results? And they're gonna click on your profile. If you have, like, a YouTube channel or something, you're posting stuff, they're still they might not wanna consume tons of content, like on a huge, like, 20 minute basis, they might just want a short tweet to go so they're going to be going on to your profile. Um, what are some other examples here? Um, like, cold outreach. If you're doing cold outreach on, like, cold email, for example, people are still going to check you out. They're going to type your name into the search bar. The first two things that usually come up are Twitter, LinkedIn, Instagram, your socials. So having daily content going out, either from yourself or from a ghost writer, is going to help every other marketing channel of your business succeed like exponentially better outside of just like post content, because you're gonna get you're gonna generate more leads and stuff, which is true, but there's so many external factors of why you should be posting content on a day to day basis. I know that wasn't completely your question, but no, I mean, that's my answer

Chris DuBois 11:51
to that, and I can I agree with with all this. So, Man, I hate repeating myself on podcast episodes, because I know my listeners, like, you've said that before, but it's like, I'm talking to someone new. So like, I'm sorry, but everyone, almost everyone who has hired me for coaching has hired me after hearing me at some event or on a podcast, and then they went through my entire LinkedIn, like database, and read everything, and then they're like, Yes, this is someone that I want to work with. And then they talked to me and they told me this, right? So, like, I know, even if I'm not getting tons of engagement on my content, it's like people are still actually like going through and reading this stuff even weeks after after the fact. And I think Sean Puri, from my first million has had this concept of the binge bank, and like creating the content for that. So someone can do exactly that and just go through all of your content. But then anyway, separate concept is the time on brand. Can't remember who I heard this from, but it's this idea that, like, people need to spend a certain amount of time with you, right to, like, build that trust to do things, and it's gonna be different for everybody. And like, you know, maybe it's a 30 minute YouTube video and a 10 minute LinkedIn, or 10 minutes on LinkedIn, scrolling through your post or something like, you can kind of figure out what that is. And when you know, then it's like you can start tailoring your content to engage them for that amount of time, kind of hoping that they'll go check out your stuff. And so, like, from my perspective, having LinkedIn and like, great content is probably, like, a very valuable asset. And most executives, as we talked about with, like, having the block text and everything, it's like they're not thinking about LinkedIn the right way. And so that's why I would bring in a ghost writer. Anyways,

Speaker 1 13:37
yeah, for sure. I think a good analogy to that kind of is like, say, for example, you were like, looking at clothes online, and you wanted a Christmas sweater, but you were looking in October or something, and you just didn't really need it yet. It wasn't cold enough out, but if you put in your email or something, they're gonna be sending you emails of that specific sweater multiple times, because they saw you. Looked at it like, hey, we saw you. Looked at this recent purchase like, here's this again. They're gonna keep following up. And then when it's Christmas, it's Christmas or something, you'll be like, Okay, I actually need this now, because it's getting colder out, and now you're going to buy. The same thing goes for content. The more you're putting it out, the more ready they're going to be. At first, they might need that service, but maybe three months from now, they have a bigger budget, maybe they just recognize that they do need that service more, and now they're ready to buy. So that's what content can really help with

Chris DuBois 14:24
too. Yeah, definitely. So let's say you start working with with someone. How do you kind of maintain their like their voice for the content, so it actually sounds like them creating this content?

Speaker 1 14:38
Yeah, great question. So a lot of people I like to work with are the ones that have a lot of previous content. So especially like YouTube videos, because I can, like watch those YouTube videos, I can get an idea of the slang they use, kind of I also go on an interview call with them before to understand their brand story and where they come. Started, and that also can give me a lot of ideas to where I can put out content that like directly matches their voice. Like more specifically, though, how I match the content to like how they actually talk is through like YouTube videos and that interview. And then like, more broad term of how I match like their vision to the content I write is through, like, the questions I actually ask on the interview, and then previous content that I put out, and I can read and then, as well as, like, the niche thread, I can pay attention to kind of what's working in the niche, and say, hey, they're in this niche. I think this is what's going to do well for them. And obviously, through the weeks and months that we work together, I can understand what they need more and more.

Chris DuBois 15:42
That probably takes a lot of like research on the back end as well to just identify like the trends of that industry and nation stuff to to know what works here, right? How do you kind of ensure that things feel like fresh and engaging and, yeah, while still meeting like kind of the trends of that space,

Speaker 1 16:06
I think this is an answer that not a lot of people are gonna like, because they want LinkedIn simplified and stuff, but you just have to be on LinkedIn enough to understand what's working. I mean, I try to stick, stay away from like frameworks a little bit more and be more original. But I mean, the frameworks are working for a reason, because the viewers are saying, hey, yep, this is what we want to see. This is the framework you like. These are the topics you like. So by staying on LinkedIn, you're like, going through your your timeline, and all of those posts that are showing up are posts that are working currently. Otherwise they wouldn't be there. So you got to just be paying attention on the timeline as much as possible to understand what's going to work for your business as well. And that just, I mean that takes time to practice and really pay attention, just to determine, hey, is this actually? Is this post really going to work for my brand or not, because some viral posts just go viral, just because the person that posted it, if they're using, like, external engagement factors or stuff like that, so kind of to be paying attention to that as well.

Chris DuBois 17:12
Just timing I did. I did one post during the Olympics, and it just blew up like had nothing to do with what I do. Had, like, just a happy go lucky post, and it just, like, almost 1000 likes. I'm like, Whoa, that's awesome. Did zero for my business, and also did zero for like, like, the next day. I did a post that was business focus, and had, like, you know, just more double digits of of engagement. Yeah. Actually,

Speaker 1 17:39
I want to hit on that for a second, it's really interesting. A lot of people think that your followers directly correlate to your engagement, which is actually not true. Your posts are getting seen that algorithm, depending on how much engagement they get, like right off the bat, then it's gonna promote it more. So your followers actually had nothing to do with how the performance of your post does, which is why, like, you could have 1000 likes on a post or something, but the very next day get the same engagement that you previously had. Like it just doesn't have anything to do with prior engagement necessarily, right momentum.

Chris DuBois 18:17
But yeah, so the benefit of having more followers it's just said the there's a better chance of the initial like timing for that post to get attention and engagement. Yeah,

Speaker 1 18:27
for sure. If you build a stronger audience, then they're going to be more prone to don't want to engage with your stuff anyways,

Chris DuBois 18:33
which is why you'll still and so well. And so this means you have to still pay attention to how you're writing posts, how you're doing this stuff, because if that has a weak hook, people still aren't going to stop their scroll, which is probably why you see people with 30,000 followers who are still getting, you know, single digit engagement on all their posts. And so there you go. Everyone heard it here first. Followers aren't everything. For sure, still have to do the work, man. So, yeah. So well. So let's go, like, a level deeper there. When you do have followers, right? Like, I attract sometimes people, obviously, there's a bunch of people who try to connect with me who are just trying to sell me something. Is, is there any value or negative returns on connecting with these people and accepting those follow requests, knowing that they don't actually care about my content. They're probably not going to engage with me. They're just there, like, is there something in the algorithm that's saying, Hey, you have all these followers, but they're never engaging with you, so we're not going to serve this up to more people.

Speaker 1 19:36
Yeah, what you just said there is true. I think outside of the algorithm, though, it can help provide, like, social proof and stuff like, Oh, he's got 5000 followers. 10,000 followers, compared if you only have 500 followers and like, 20 connection or something, it's been like, okay, he is connecting with the right people. He has social proof. So now I'm willing to actually go and be with him, or whatever. Go, go and sign with him. For example. So, I mean, there's, there's that part, but yeah, what you were saying is, is true.

Chris DuBois 20:05
So we should actually be selective of our followers, unless we need the social proof. Yeah. So

Speaker 1 20:09
in the beginning, like, just get to 500 connections as quick as possible, get to maybe a few 1000 followers. Um, just a kickstart everything. But then, like, really, really focus on who's actually following you, and the purpose behind who you're trying to attract, right?

Chris DuBois 20:26
Yeah, that's good. Yeah. Even weekly, I'll get people who something they follow me, or can try connecting with me, and then have zero to do with what it's like. I don't know, I don't know where they're coming from, but yeah, I'll take the social proof right now, I guess, and then get rid of them later. No offense. If you're one of those people who disappears off my follower list, I'm sorry. So let's get into, like, the the crafting of a post. I don't, we don't, I guess we don't have to go super technical and tactical on this. But like, there are some kind of higher level things that you should be making sure to include in a LinkedIn post to make sure that it's performing. What are some of those things you're checking off as you go through through the list?

Speaker 1 21:10
Good question. So I'm gonna list off just a few smaller things that I like to see always. One is numbers in your hooks, especially it breaks up the post a lot better. And I don't, I don't completely know the psychology behind it, but people are attracted to numbers and like, specificity of the numbers, so that definitely helps. Um, having bullet points, not just like your typical, like circle, bullet points can also, like, just be more visually appealing and stand out from other people. Um, having a question, actually, at the end of your content is really helpful for generating extra engagement, especially if the question is relevant to the post. I don't see a lot of people doing that. I think that's something that a lot of people could incorporate into their content. And if they're getting enough traffic to begin with, it's gonna, like, really shoot up your your engagement. Um, I also make sure when I'm writing my hooks and stuff that I'm not giving away the answer to the hook. Otherwise nobody's gonna care. They just want the answer. You have to create curiosity and then extend that into the actual post they clicked more. So adding enough context in enough bait, almost at the beginning to get them into there is really, is really essential. I know that sounds obvious, but I see so many people keeping like it's a one liner, but then the next line, which is still included in the hook, is the answer. It's like, what? What what do you what's the point of the hook? Then that's not a hook. Yeah,

Chris DuBois 22:44
I used to see that a ton with blog content where it was like, we'd name the article something, and then the very first line of the article is, like, the answer, or just repeating the hook. And but, yeah, you see it in LinkedIn posts, something that I see a lot. And so like, hooks are hard, right? Period. Like, you got to get good at copywriting and understanding your audience and all this. But the advice you get from a lot of especially like the bigger names, is like, do do these things because, like, they're working for me, but people know what type of content that person provides, right? And so like, there's a huge difference between, like, Justin Welsh, right? Like, everyone knows he's talking to solopreneurs. He's creating courses, doing all this stuff. And so like, his hook can be anything about that. And it doesn't even have to be, like, call out who he's talking to. They just know because they see him. That's what the content is about. But now, if you're showing, like, my content, like, I'm not super well known within this, like the agency space, and so it's like, how can i There's only so many ways I can call out agency owners without directly being like, Yo agency owners, like, over here, right? How do you go about doing that? Like, had their what ways are you creating hooks to capture your target audience, and, you know, grab their attention as they're scrolling down a page with, you know, very little attention that they're willing to give to people and and hook them through your post. I think

Speaker 1 24:16
it starts before the hook, to be quite honest, it's the people that you're sending the connections to the people that you're sending comments to, and then the people that you're continually following up with that are like, already commenting on your posts. So if you have no following, then go and do those things first. And then if you want to expand on that, I mean, you can call out your target audience in your posts, like saying, hey, business owners, if you have X problem, then here's a solution whatever. Like one of my best posts actually was calling out founders. I was like, founders, the reason you're not winning on LinkedIn is because you don't have a content plan. So calling out through that, through your hooks, is actually a viable solution to getting that ICP. Into your brand. I think, outside of that, another, another good way to create better hooks, but also a way to attract your your audience, audience you want is by actually using visuals and stuff, because you only have two lines, which just really isn't that much. So if you're creating carousels. I see carousels automatically get promoted by the algorithm. But it's also a good way, because you can include stuff that makes your your audience know it specifically for them, by having a certain type of visual, by having certain like text in there. So it's an it's a good like external thing to use, as opposed to just two lines, and it's going to get you more engagement because the visual is taking up more space.

Chris DuBois 25:46
Yeah, that's actually a really good point. So I interviewed Chris Bogue, who does a lot of like video content, like short term videos and stuff. And actually, that episode will be live at some point. So if anyone wants to go listen to that one, he's somewhere in the somewhere in the in the lineup here, but he had brought up, like, how he used to love watching The Simpsons, because every joke had, like five different layers to it. And like, there was the visual of enjoying that that joke, the what the characters are saying, how they're saying it. And there's all these different things that stack to make it a better joke, but it's like, when you list your content, it's the same thing, right? If those two lines also stack with a visual that you can throw in there, it's like, now it's only going to amplify the effectiveness of this. Yeah, it's a See, I love time. This is right before the show. We were talking about, like being able to find, find those threads to pull on when just by jamming together. Let's get this one. I'll explore some more. But so how, how do you kind of validate the success of a ghost writing project?

Speaker 1 26:54
Um, typically, it's just by client signed. I mean, that's why they're there. Everyone wants to make money. That's why they're unliked it so typically it's by client side. Some other smaller factors of that are like book calls, inbound leads. Next up is followers, connections. But other other than that, that's, that's, that's really how we're validating. It doesn't really come from how many impressions, how many likes we're getting. I mean, some agencies do that, and, I mean, it's cool, it looks good, and that's why a lot of agents, a lot of these agencies, get clients. But in the end, it's, it's not, it's not actually helping people, and that's why they're going to have high turn rates. And it's just not the way to go for real.

Chris DuBois 27:40
Yeah. Yeah. So I had a and I can't call out whatever agency was doing this for them, but I had a client when I was running marketing agency who had hired out someone just to do ghost writing for their LinkedIn. And it was an agency they found, and they had a lot of big names that were on their account, but then I started realizing they were just accessing those other accounts and leaving comments like, so, but they were not related to whatever is happening. They're very stock, like, answers. They're paying them, like, 8k a month for a emerging brand that doesn't have a huge budget, and they're expecting results from that. Well, yeah, look at all these big names that are commenting on my posts. Like, yeah, but they're all fake and not doing anything for you, so I love you brought up, like, client sign, right? The closer you can be to the revenue, the better off that entire engagement is going to be.

Speaker 1 28:32
Yeah, for sure. I think impressions do have a factor, because impressions do turn to followers and stuff. So yeah, I mean that that client and stuff doesn't sound like that's the best tactic to do, but I've actually used that, and I've written on Twitter and stuff and use, like, back in 2021 when retweets are really, really big, that's actually a great way to use the traffic. You just have to realize that that traffic is going to be really low quality, and the amount of people that are going to come through, that is just, it's it's very few. So it's not that it can't work. It's just, it's not the best way to do it, unless you're like, a really small account and just want to get going quick,

Chris DuBois 29:10
right? So speaking of getting going quick, if what's the 8020 I guess, of come doing LinkedIn, yeah,

Speaker 1 29:20
that's a that's a good way to put it. So I'd say the 20 is quite content. I mean, I think it could be, it could be 45 or something. But really, what it comes down to in the beginning is commenting on a bunch of people's posts and sending connections and then staying in contact with through the DMS. Um, that's put really simplified, but honestly, that is a simple answer, and you just need to stay consistent with that for long enough and make sure that the people you're commenting on isn't just random people that are showing up at a timeline, it's specific people that are either one in your ICP or two that are in your niche because. Yes, if they're in your ICP, then they're going to like the content that you're putting out and potentially become clients. And then two, if they're your, if they're like in the same niche as you, they're also going to go and support your content and try to learn more about you, which is going to help build engagement as well. So that's those are the two things I would look for when you're sending out comments and DMS, which is going to help you grow initially,

Chris DuBois 30:21
yeah, something else I've noticed is when I get into the DMS with someone, their posts start showing up a lot more for me, which has been super helpful for just building it like, I didn't have a huge like, marketing agency, like feed, I guess, and so I had to start, like, really tailoring like, who am I following? Who am I paying attention to? But as soon as people would start DMing me, and we'd have conversations, their posts would keep popping up. So it's like, through reaching out to people, it created the feed that I wanted to see.

Speaker 1 30:52
Yeah, actually, before I went on this podcast, I said I was coming on, and right there, on the timeline, I saw one of your your posts. So it, like, immediately works, even it

Chris DuBois 31:03
was actually the same well. So even I looked at your profile like yesterday or something just to, like, double check my questions, make sure that we're, you know, we're good for everything. And today, your posts have just been popping up continuously. So, like, even just doing something as simple as that can help your feed, which I think a lot of people neglect that idea, right of just, they're just thinking, How do I get people to my content? But like, you want to be able to see what's going on within the space and start engaging with the right people. So yeah,

Speaker 1 31:30
so I think, and one other good way I want to hit on real quick is actually, giveaways are really, really valuable in the beginning, even if you have a small audience. Because if you just get those first two to three, like, initial comments, it can really start to hit off, and people will see your your post on the timeline. And if you're actually giving away something genuinely valuable, the people that are on the timeline are gonna want that, and it's gonna, like, build up quickly. So when I actually started the I grew to 1000 followers in under 30 days, and it was because I had multiple giveaways that just hit off, and it was, I didn't have like, a big following or anything in the beginning, but it's because I was giving away, like, genuine value. One of my posts had over 1000 comments. Actually, I think you got to 2000 comments and, like, 1500 likes or something, just people wanting what I was giving away. So that's a great way to get going in the beginning, but I think it's a little bit underrated. I see it working on there's a lot of giveaways that go out on Twitter, but I don't see very many giveaways going out on LinkedIn on that on a consistent basis, at least.

Chris DuBois 32:31
Yeah, what size giveaway? So one of the things that I work with my clients on, which I've preached on other podcasts, is like every agency needs like, a good lead magnet and like something that actually provides that value initially, to get someone in the door that leads them to your core offer. But I think a lot of people are not thinking about just going to LinkedIn, right? They're they're building a landing page and stuff on their site and waiting for people to come to them instead of going out where the people are. What types of offers do you recommend? Like, what type what assets are super easy for someone to say, like guests do.

Speaker 1 33:03
Yeah, good question. So the thing that worked the best for me was an audit, actually. So I wasn't actually giving away a document or something. I strictly said, hey, I'll review your profile for free. All you have to do is comment down below. So it's still a value exchange, but it's not like I'm necessarily giving them, like a document or something. It's just, it's just like me going and commenting, hey, this is what you need to fix on your profile. So I see stuff like audits doing really well. Like, you can even go in, like the SEO space or something like, Hey, if you want to an audit of your site, just put your site link down below, and I'll automatically do it for you. Um, so stuff like audits can work really well. Um, other than that, really, anything that's valuable that you have results for, and then that's also broad enough. So if it's, if it's very, very niche, down to me, hard to get engagement, especially if you have a smaller following, not enough people are going to want it and algorithms, algorithms going to notice that and not promote it enough. So being broad enough, but still relevant to your niche is what you want to stay on track for there.

Chris DuBois 34:11
Yeah, what I like about the audit idea is say you do get, like, you know, a couple 100 people on your page and say, yeah, like, go check this out. If you just keep a log in, like, an Excel spreadsheet of everything that you're seeing right on their page. Like, okay, I checked out this one. These are all the things that I noticed next page. And then this becomes content for a Trends report for biggest mistakes that you're seeing. Like, there's tons of content you can now pull from that that your audience just helped create and it's like, yeah, I think that's that's super valuable too. Yeah.

Speaker 1 34:45
So actually, what I did for my audit was I did the profile audit next. I was like, Okay, I'm getting so many comments, it's insane. I'm just gonna create another giveaway detailing the common mistakes. I. I saw. So then I created another giveaway that added a few 100 followers. And then I created multiple threads saying, Hey, this is how you optimize your profile. So there's just so many like, extra stuff, like when you just create an initial asset that can really help, especially from an audit, though,

Chris DuBois 35:14
right? Awesome. All right. Logan, I got two more questions for you. The first being, what book do you recommend every agency owner should read?

Speaker 1 35:23
Okay, this might not be like specific for agency, but I'm a Christian. Stuff. Bible 100% it's what I live by in my all my principles are from that. So, um, I mean having that in mind when I actually like go and interact with people. Yeah? Is really helpful, because I can always live on that, on those principles. I can attract people that way, and it's just easier to live by those and have morals with within your business, always

Chris DuBois 35:53
just gonna say, yeah. Jesus hasn't been around for a couple 1000 years, and he's still gaining followers. So has made some great content, right? But, uh, awesome. Where can people find you?

Speaker 1 36:08
Um, like, socials, yeah? I mean, yeah, on Twitter and LinkedIn. I'm actually just started up a YouTube. More recently, I've been in here for like a month or something, now posted a few videos and going more consistent on that to build a more a more of a nurturing platform, which I've seen YouTube become, so I'm focusing on that. But yeah, those three are the main things

Chris DuBois 36:29
Awesome. All right. Logan, thanks for joining. Yeah, of course.

Unknown Speaker 36:32
Thanks for having me, Chris. I appreciate it. And great questions.

Chris DuBois 36:40
That's the show everyone. You can leave a rating and review, or you can do something that benefits. You click the link in the show notes to subscribe to agency forward on sub stack, you'll get weekly content resources and links from around the internet to help you drive your agency forward.

Unknown Speaker 36:56
You

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