Lauren Krailo, founder of Krailo Socials, joins us to break down why LinkedIn is the most underutilized tool in B2B marketing—and how companies in commercial construction and beyond can turn connections into contracts. A self-proclaimed gym rat and business strategist, Lauren shares how discipline from fitness transfers into marketing success. We dig into how to boost your Social Selling Index (SSI), decode LinkedIn’s algorithm, test video lengths, and use AI to streamline content. Lauren also tackles common myths like “my industry isn’t on LinkedIn” and offers real strategies to turn passive profiles into powerful business drivers.

(0:00) Introduction to the episode (0:19) Reflections on podcast milestones and final question tradition (2:26) Tim's running journey and health insights from Lauren (4:39) The importance of psychology in business (6:27) Overcoming challenges and motivation in business and fitness (9:30) Transitioning skills from fitness to marketing (10:35) Client retention, loss, and discipline in business (12:21) The role of self-motivation and discipline in success (14:29) Leveraging LinkedIn for B2B growth and networking (18:14) LinkedIn algorithm trends and content balance (20:53) Social selling index and LinkedIn page management (26:23) Engaging with LinkedIn connections and using Elevate (34:40) Perspectives on AI, content automation, and LinkedIn features (41:17) Testing video lengths and analyzing content performance on LinkedIn (49:05) LinkedIn analytics, key metrics, and external link strategies (57:22) Transition to LinkedIn ads and messaging from business profiles (1:00:28) Considering ads and Microsoft's impact on LinkedIn (1:01:42) Local interests, military relocation, and settling in (1:04:29) StartUp World Cup event and public speaking experiences   - Use AI as a resource for content creation but avoid depending on it entirely to maintain authenticity. - Engaging with LinkedIn through live videos can significantly boost your social selling index and keep your audience engaged on the platform. - Start with organic content to build a strong foundation and gather valuable data before investing in LinkedIn ads for better results.   https://www.krailosocials.com/   Innovate Hampton Roads is on a mission to foster the growth of Hampton Roads' innovation and technology ecosystem by educating entrepreneurs and business leaders, providing access to essential resources, and building connections that drive synergistic partnerships. We are committed to creating a supportive environment that empowers entrepreneurs, strengthens the regional economy, and fuels long-term prosperity. By growing, guiding, and connecting key players in the ecosystem—including investors, industry leaders, universities, corporate partners, and community organizations—we aim to build a more innovative and inclusive economy. It’s time to unify our efforts, amplify our collective voice, and streamline resources to benefit aspiring entrepreneurs, students, employees, and businesses throughout the region.   Don't miss out on key business events, local success stories, and expert insights—subscribe to This Week in 757 and stay ahead in Hampton Roads' innovation and business community. https://bit.ly/twi757newsletter