Performance Delivered

LinkedIn is the easiest social network to go viral on, says AJ Wilcox of B2Linked. And that means it has tremendous potential to expand your business’s organic reach. But to make this free marketing method work, you have to take a very specific approach, adds AJ. 

In part 1 of this interview, AJ highlighted the advantages of LinkedIn over Facebook and Google, the best ad formats, and why this business-oriented social network isn’t a good advertising fit for every business.

Here in part 2, we expand on the organic side, including how to expand your influence using your personal and company profiles.

• The main reason most company LinkedIn profiles don’t much attention or traffic
• How the latest LinkedIn update leveled the playing field 
• The most effective content to post on LinkedIn – and when to post it
• What you need to know about how LinkedIn’s algorithm “judges” your new content 
• And more

Even though LinkedIn advertising can be incredibly effective for certain industries and businesses, not many agencies specialize in serving clients using this social network. 

There’s no better authority to speak with than AJ Wilcox, of B2Linked, who, at one point, managed five of LinkedIn’s top 10 ad customers. 

Like with many ad networks, being effective on LinkedIn is all about getting quality leads. You should also be able to track what spend gives you what results – and best contributes to your bottom line. 

But you’ll have to use different tactics than you would with Google or Facebook ads.

AJ gets into all the details, including…

• Why many companies are “priced out” of LinkedIn – and how to figure out if yours is
• How to figure out if your audience is on LinkedIn – and if you can target them
• The key element of an effective LinkedIn ad campaign that will engage your target market
• The minimum amount you need to spend per month to get results
• And more

Ray Carbonell and the team at Qnary have helped radically change the way we think of thought leadership and reputation management. Ray says thought leadership isn’t about a TED Talk that goes viral… and if you only worry about reputation management when something goes wrong – then you’ve missed a big opportunity.

They show companies in a wide variety of industries how they can use thought leadership to boost engagement with their audience, land new business, and boost recruitment of top-notch new employees.

But they don’t focus on building the brand. Today’s consumers want a more personal connection, and that means building up the online profile of key executives.

We talk about the strategies they implement for their clients, including…

• The top 5+ social networks for creating thought leaders from the ground up
• Why helping executives build an individual brand actually increases retention
• How to use social media to create an exponential boost in audience engagement
• What to include in your online bios – and what to leave out
• And more

Many companies focus on product and forget about the value of brand…

But when you rethink your approach to brand, you can transform your company…

My guest, Kevin Susman, is the VP of Brand and Communications at MATRIXX Software.

In this episode, he’ll share his expertise on commercial innovation, digital transformation, and strategy.

He’ll cover:

• The difference between “new” and “innovative”
• How brand contributes to the customer experience
• What companies miss when they overfocus on product
• How a bad customer experience hurts your brand 
• And more

Is it time for a rebrand?

Whether you need to refresh outdated content…

Reflect changes in your scale…

Or fix branding mistakes keeping you stagnant…

Getting your rebrand right can impact your bottom line.

My guest Dorit Baxter, Chief Marketing Officer at Connect America, is a marketing professional with 20+ years of experience developing corporate and product brand identities. 

Listen to find out:

• How you know it’s time for a rebrand
• Why your brand impacts performance
• The most important steps in the branding process
• How to get your team aligned around a rebrand
• And more

Value pricing puts you in charge…

Equalizing the playing field between you and your customer…

But how do you price your services so you and your clients get the best value?

Julie Cohen is the Founder and CEO of Across the Pond, a global creative agency helping tech brands create a better world.

Julie believes that culture is the key to a successful business—and that value pricing establishes a culture that empowers employees.

In this episode, she’ll break down value pricing and reveal how she created an award-winning workplace culture.

SEO is crucial for driving leads to your website and converting them to clients.

But too many people leave SEO as an afterthought…

And lose clients to sites who put optimization first.

In this episode, Rich Guth reveals why SEO needs to be part of your messaging from the beginning.

Rich is an SEO expert with 25+ years in marketing. Listen to him break down his winning SEO research process—and tell you how to get your site in the top ten results for competitive keywords.

How can you develop a purpose-led brand strategy?

Ed Farley, Executive Vice President, Senior Strategist at Crosby Marketing Communications, is here to share the importance of a purpose-led brand strategy in today’s environment.

He’ll cover:

• Why authenticity is crucial
• Creating a consistent message across channels
• Building a team that lives your brand’s purpose
• Thinking about consumers as your family
• The 3 best practices for adopting a purpose-led brand strategy
• And more

Client leadership is a choice.

And in this episode, Lori Bartle shares why…

Lori is the founder and CEO of Cultivagency, a company that partners with agencies to further develop the mindset, skillset, and operational alignment to advance client leadership.

With a focus on growth-oriented strategic planning, brand development, and brand innovation, Lori has a track record of long-term, highly successful client partnerships among national and international brands.

She’ll share:

• How account management has changed over the years
• The importance of coaching
• The impact of remote work
• Creating a successful client leader
• And more

What is the difference between the collective agency model and the traditional agency model—and how can a hybrid model work to your advantage?

I’m joined by Brook Jay, founder and CEO of All Terrain, an independent brand strategy and activation powerhouse.

In this episode, Brook shares her journey of over 25 years of designing memorable consumer experiences for brands that translate into real time ROI.

She’ll also cover how her agency’s model has shifted over time—and her advice for traditional agencies looking to transition to collective or hybrid agencies.