Raise Your Visibility Online — LinkedIn for Business Growth

This week's episode is a little different — consider it your personal invitation to something exciting happening next week.

I'm recording this from a hotel room in Lisbon, Portugal, where I can see the sea from my window. I flew in after delivering a three-hour workshop in Belfast, hopped on a bus to Dublin Airport, and arrived last night. Today a conference begins, and tomorrow I'm speaking about LinkedIn to a room of 160 executive assistants from across the globe.

And that's exactly why I wanted to record this episode — because what's happening in my week is a perfect example of what next week's free two-day online summit is all about: raising your visibility so you get booked for workshops, invited to speak on international stages, and approached for profile pieces and collaborations.

Raise Your Visibility Live: The Expert Sessions is happening on Tuesday 26th and Wednesday 27th May, and it's completely free to attend live.

Here's who's speaking:

• Jerry Potter — How to grow a lead-generating YouTube channel in just 90 minutes a week
• Teresa Heath-Wareing — How to borrow other people's audiences to grow your reach and build trust faster
• Julie Fry (CEO, Your Expert Guest) — How to pitch and get booked on podcasts yourself
• Cliff Ravenscraft — How to create a standalone short podcast that drives leads into your business long-term
• Erika Stanley — AI in action: how to use AI properly in your business (her session at Social Media Marketing World was so popular they had to close the doors)
• Amanda Webb — How to measure the real impact AI is having on your website traffic and conversions
• Catherine Erdly (Forbes writer, Canva Ambassador) — Building authority through high-profile collaborations and trusted platforms
• Gabrielle Gweneth — How to move your brand from accomplished to iconic

Every session includes breakout rooms so you can connect and have real conversations with other attendees — because the community you meet is half the experience.

All sessions are recorded and free to access for one week. You'll also get AI-generated summaries of each session.

Register now at louisebrogan.com/experts — I'd love to see you there.

What is happening with LinkedIn - new updates on booking consultations directly, how the AI reads the meaning of your content, ChatGPT integrating into spreadsheets and tracking your AI referrals! All the new stuff happening this week...

What we cover:

🔵 LinkedIn Advice Sessions — LinkedIn now lets Premium Business subscribers offer paid one-to-one video consultations directly from their profile. No Calendly. No Stripe. No Zoom link. What this means for consultants and coaches.

🔵 The LinkedIn Algorithm Has Changed — LinkedIn now uses AI to understand what your content means, not just how many likes it gets. What you need to change about how you write posts.

🔵 ChatGPT Is Now Inside Your Spreadsheets — OpenAI rolled out ChatGPT for Excel and Google Sheets this week. Here's whether it's worth your time.

🔵 AI Traffic Is Now Trackable in Google Analytics — Google quietly added a new channel that shows you how much traffic ChatGPT, Claude and Gemini are sending to your website. How to check it today.

The 3 big patterns this week:

• LinkedIn is becoming an all-in-one business platform — is your profile set up like a business or a CV?
• The algorithm now rewards authority and consistency over activity and volume
• AI has moved from tool to infrastructure — the gap between those using it well and those not is growing fast

Using AI on LinkedIn to write generic sloppy posts is the biggest waste of your time.

Rather than churning out posts that sound like everyone else, I want you to leverage AI like it is a contractor in your team doing the admin and operations while you get to retain your original voice and show up online, while saving time and energy!

In today's podcast, I share how best to start including AI as a business tool and dive into some examples with Claude and Canva.

Join me for my three-part workshop kicking off on Monday for a hands-on learning session to get you from sitting on the sidelines trying to figure it out, to having a proper system you can implement in your business time and time again!

www.louisebrogan.com/aiworkshop - plus it is only $97! And all recorded with a workbook. Yay! No rockets were harmed in the writing of these shownotes.

Takeaways:

• LinkedIn and AI are a powerful combination for enhancing your business visibility online.
• Many business owners are missing out on AI's potential by not integrating it with LinkedIn strategies.
• It’s essential to align your LinkedIn profile with your content for maximum visibility and engagement.
• Using AI to generate posts without context leads to generic content that doesn't resonate with your audience.
• Creating a prompt library can streamline your content creation process, saving you time and effort.
• AI should enhance your voice on LinkedIn, making your posts authentic and relatable rather than robotic.

Companies mentioned in this episode:

• ChatGPT
• Claude
• Gemini
• Asana
• Canva
• LinkedIn
• Microsoft
• OpenAI

What's the real engine behind turning online visibility into paying clients? According to email marketing expert Minal Patel, it's not your social media following — it's your email list.

In this episode, LinkedIn expert Louise Brogan sits down with Minal for a wide-ranging, practical conversation about everything email marketing: how to build a list from scratch, how often to send, single vs. double opt-in, writing subject lines, improving deliverability, and — crucially — how to actually sell through email without feeling sleazy about it.

Whether you're a solo service provider who's been putting off pressing send, or a business owner sitting on a dormant list, this episode is packed with honest, no-fluff advice to help you show up consistently in your subscribers' inboxes and convert that trust into revenue.

Minal Patel is an email marketing strategist with over 12 years in the industry, including four years at Constant Contact. For the past decade she has run her own business, Marketing by Minal, helping solo and small service providers build confident, consistent email systems they can manage themselves. She works primarily with coaches and consultants who want to turn their email lists into a genuine sales channel.

🔗 Connect with Minal: linkedin.com/in/minalpatel | marketingbyminal.com

• 00:00 — Introduction & why Louise's electric car died this morning
• 02:30 — Minal's background: 12 years in email marketing, from Constant Contact to solo business
• 05:30 — Why email marketing is the unsexy engine that actually drives sales
• 07:00 — Starting from scratch: Minal began with two people on her list (her and her husband!)
• 08:30 — The confidence problem: why people have a list but won't press send
• 09:30 — Question from Raphael: how does a photographer build and use an email list?
• 12:00 — GDPR, legitimate interest, and managing the unsubscribe link
• 14:30 — Email vs. LinkedIn newsletters vs. Substack: do you need all three?
• 17:30 — Simon's question: single opt-in vs. double opt-in — and why Manal thinks double opt-in is a waste of time
• 20:00 — Tina's comment: email as a nurturing tool for long sales cycles
• 21:00 — Louise's launch strategy: should you email your whole list or just warm leads?
• 24:30 — The power of a waiting list (122 sign-ups before the doors even open)
• 25:30 — Auto-clicks and privacy: why your open rates are probably lying to you
• 29:00 — Subject lines: emojis, capital letters, and why there are no real "hacks"
• 33:00 — Treating your subscribers' inboxes with respect
• 36:00 — What turns an email into a sale? Why Manal didn't sell in email for her first 5–6 years
• 40:00 — How many links should you include? (Spoiler: ideally one)
• 44:00 — Deliverability, sender reputation, and why easy unsubscribing actually helps you
• 53:00 — Cold email in B2B: what's working, what's not, and is Apollo legal?
• 55:00 — Brittany's question: does including multiple outbound links hurt analytics?
• 59:00 — Wrap-up and how to find Minal online

Social media is borrowed land — you're at the mercy of the algorithm. Your email list is an asset you own. Louise is direct: most of her sales come from email, not social. If you're not building a list, you're building on sand.

When someone fills in your sign-up form, they've already given permission. Adding a second confirmation step creates friction at the exact moment interest is highest. If the very next email they receive isn't the thing they signed up for, you've already lost them. Manal's verdict: double opt-in is a waste of time.

Once a week is a solid benchmark — but the most important thing is setting expectations upfront and sticking to them. If you tell people you'll email on Tuesdays, email on Tuesdays. Surprises break trust.

Apple Mail privacy settings pre-open emails to check for malicious links. Corporate IT firewalls click every link in an email. This means open rates and click rates are significantly inflated. Most email platforms now offer bot-suppression — turn it on. A lower number that's accurate is more useful than a high number that isn't.

Click rates drop sharply after three links. If you want people to take one action — join a waiting list, register for a webinar, download a resource — give them one link. One ask, one link.

Minal didn't sell in email for the first five to six years of her business — and people kept asking how to work with her. The lesson: if you don't tell your list what you offer, they can't buy it. Be clear on what you're offering, what it solves, and what they need to do next.

Use your email list to drive traffic to long-form content elsewhere. Not everyone who follows you on LinkedIn subscribes to your newsletter, and not everyone on your email list will find your Substack. Use each channel to feed the others.

When subscribers reply to your emails, it signals to email providers that you're a trusted sender. It improves deliverability. And it's just a lovely thing. Create emails that invite replies — ask questions, share opinions, be human.

• Constant Contact — email marketing platform (constantcontact.com)
• Kit (formerly ConvertKit) — email marketing platform (kit.com)
• ActiveCampaign — email marketing & CRM platform (activecampaign.com)
• HubSpot — free CRM for managing leads and pipeline (hubspot.com)
• Eventbrite — event registration and ticketing (eventbrite.co.uk)
• Substack — long-form newsletter platform (substack.com)
• Ann Handley — newsletter at annhandley.com (Total Annarchy, published fortnightly)
• Jay Schwedelson — email marketing educator at subjectline.com
• Apollo.io — B2B sales intelligence and lead generation platform

"When somebody has filled in your signup form, they're already giving you permission. They're filling it in and they're saying, I want the thing." — Minal Patel

"People have given you their email address. It is a privilege to show up in their inbox. Treat it with respect." — Minal Patel

"Your business absolutely, one hundred percent needs an email list. Social media is at the whimsy of the algorithm. Your email list is yours." — Louise Brogan

Mentioned throughout this episode: Louise's in-person conference in Belfast, featuring Minal Patel as a speaker alongside closing keynote Chris Brogan (no, not Louise's husband!).

• Pre-conference photography walking tour of Belfast
• Wednesday night pre-party
• Full day conference — Thursday
• Thursday evening social
• Friday morning: St George's Market Belfast

Early bird pricing available — see the link in the show notes.

• Louise Brogan on LinkedIn: linkedin.com/in/louisebrogan
• Louise's website: louisebrogan.com
• Minal Patel on LinkedIn: linkedin.com/in/minalpatel
• Marketing by Minal: marketingbyminal.com

If you found this episode valuable, please subscribe, leave a review, and share it with a business owner who needs to finally start emailing their list.

We’re diving deep into the art of LinkedIn engagement, and if your posts aren’t getting the traction you hoped for, we’ve got the scoop on why. The fastest-growing accounts aren’t just churning out content; they’re investing time in conversations. I share a simple yet effective routine that blends your posting strategy with genuine networking—just 15 minutes a day can transform your LinkedIn presence. We’ll explore actionable insights like the “bell strategy” to keep you in the loop and how to craft thoughtful comments that spark interest. It’s all about building relationships and visibility, so get ready to elevate your online game and unlock real growth!

Takeaways:

1. Engaging in meaningful conversations on LinkedIn is crucial for network growth and visibility.
2. Posting alone on LinkedIn won't guarantee success; combine it with active engagement strategies.
3. To maximize your LinkedIn impact, spend 15 minutes daily fostering connections through thoughtful comments.
4. Building relationships on LinkedIn involves both posting insightful content and engaging genuinely with others.
5. Utilizing a 'quiet networking routine' can significantly enhance your visibility and authority online.
6. Experimenting with posting frequency while integrating conversation strategies can lead to remarkable growth.

Louise Brogan is joined by Luke Sherran, owner of digital marketing agency Falcon Digital, to make the case that YouTube is no longer optional for B2B businesses. With over a billion views across his channels, Luke breaks down why most B2B companies are using YouTube wrong — creating bottom-of-funnel content when they actually need awareness — and what to do instead.

They cover how to turn viewers into leads, why view counts aren't the most important metric, how YouTube and LinkedIn can work together as a content system, and the real time commitment businesses should expect when starting a channel.

Whether you're just considering YouTube or you've already started and stalled, this episode gives you the practical framing to make it actually work for your business.

Today's conversation is all about the thrilling intersection of AI and entrepreneurship, featuring the dynamic Mike Russell, a prominent voice in the B2B space. We delve into the rapid evolution of AI tools and how they can empower business owners to optimize their operations, making complex tasks simpler and more efficient. Mike shares his insights on using AI effectively, including how to avoid the common pitfalls of getting lost in the tech rabbit hole. We also touch on the upcoming B2B Content Live event in Belfast, where attendees can expect to learn about cutting-edge strategies and connect with like-minded professionals. Join us as we unpack these exciting developments and share a few laughs along the way! Raise Your Visibility Online is all about empowering B2B companies and entrepreneurs to harness the power of LinkedIn and video in their marketing strategies. In this episode, Louise Brogan welcomes Mike Russell, a LinkedIn expert and dynamic speaker, to discuss the ever-evolving landscape of AI and its impact on content creation and marketing. Mike shares his insights on the latest AI tools and trends that businesses can leverage to enhance their visibility and reach. He highlights the importance of adaptability in the face of rapid technological changes, emphasizing that marketers need to stay ahead of the curve to maintain their competitive edge. The conversation dives deep into actionable strategies and real-world applications, making it clear that the future of marketing lies in the intersection of technology and creativity. One of the key takeaways from this episode is the need for businesses to embrace AI as an integral part of their marketing efforts. Mike discusses his experience in using various AI models, including Claude and Gemini, to streamline processes and improve productivity. He outlines how these tools can help marketers generate high-quality content, optimize their campaigns, and ultimately drive better results. Louise and Mike also touch on the importance of community and connection in the digital age, advocating for a balanced approach that combines technology with genuine human interaction. As they look towards the B2B Content Live event in October, the duo emphasizes the value of networking and learning from industry experts, encouraging listeners to engage actively in their professional communities. In a humorous exchange, Mike's excitement for the upcoming event shines through as he reflects on the unpredictable nature of AI discussions. Both speakers acknowledge that the landscape is constantly changing, making it essential for marketers to remain flexible and prepared for new developments. With a blend of insightful commentary and light-hearted banter, this episode not only educates listeners about the latest trends but also inspires them to take action and elevate their online presence. If you're looking to enhance your business visibility and connect with like-minded professionals, this episode is a must-listen!

Takeaways:

1. Louise Brogan emphasizes the power of leveraging LinkedIn and video for B2B success in business.
2. Mike Russell shares his insights on adapting to rapidly changing AI technologies for effective presentations.
3. The podcast discusses the importance of human connection in the face of advancing AI tools and automation.
4. Listeners are encouraged to explore various AI tools, including Perplexity and Claude, for optimizing their work processes.
5. The conversation highlights the balance between using AI for productivity while maintaining the value of human creativity.
6. Community engagement and in-person events are seen as essential for personal connections in a tech-driven world.

Companies mentioned in this episode:

1. Louise Brogan
2. Mike Russell
3. Chris Brogan
4. OpenClaw
5. OpenAI
6. Anthropic
7. Google
8. Perplexity
9. Gemini

Write your blog, and then repurpose it properly onto LinkedIn.

The truth is, it’s not the quality of your content that’s the issue; it’s where you're sharing it.

In this episode, we’ll show you how to repurpose your existing blog content into engaging LinkedIn posts that can reach thousands of potential clients.

We’ll delve into the specifics of leveraging LinkedIn's unique platform to amplify your visibility and authority, ensuring that your hard-earned insights don’t go unnoticed.

So, let’s get ready to elevate your content game and turn those hidden gems into visible leads! Transforming your blog into a LinkedIn lead magnet is not just an option; it's a necessity for savvy B2B marketers looking to maximize their reach and effectiveness.

We've all been there – pouring hours into a blog post, crafting the perfect piece filled with insights, only to publish it and watch as it garners a mere handful of views. The reality is that while your blog is a treasure trove of knowledge, it often goes unnoticed, buried on your website where potential clients aren’t looking. This episode dives deep into the art of repurposing blog content for LinkedIn, revealing how to turn those hidden gems into powerful lead generation tools. We discuss the importance of understanding where your audience hangs out and how LinkedIn serves as a discovery engine for B2B professionals. Instead of letting your blog content languish in obscurity, we guide you on how to strategically share insights from your articles in a way that resonates with LinkedIn users. It’s not enough to simply link back to your blog; you need to create engaging, native content that prompts conversations. By the end of our chat, you'll have actionable strategies to amplify your reach, attract high-value leads, and see a real return on investment for your content. Get ready to shift your mindset and transform your blog into a lead generation powerhouse! We also tackle common pitfalls that many B2B marketers face, such as underutilizing their blog content or failing to engage with their audience directly on LinkedIn. Our goal is to empower you to position yourself as a thought leader in your industry, leveraging the insights you’ve already created to spark meaningful conversations and connections. Let’s not let that valuable content gather dust – it’s time to get it out there and get the visibility you deserve!

Takeaways:

1. Blog posts are valuable assets; repurposing them on LinkedIn can significantly increase their visibility.
2. LinkedIn is where B2B decision-makers are actively seeking insights and solutions, making it essential for your strategy.
3. Transform your existing blog content into engaging LinkedIn posts to connect with more prospects.
4. Effective content on LinkedIn is not just about sharing links; it’s about creating native posts that encourage interaction.
5. Utilizing LinkedIn’s algorithm can amplify your reach, bringing your insights to thousands of potential clients.
6. Repurposing content isn't just recycling; it's strategically adapting your expertise to fit the platform's audience.

Links referenced in this episode:

1. jammydigital.com

Companies mentioned in this episode:

1. LinkedIn
2. YouTube
3. Jammy Digital

We're diving deep into the world of LinkedIn content strategies, focusing on the crucial question: should you be using newsletters, articles, or both to grow your personal or business brand?

This episode unpacks the differences between these two formats, highlighting how newsletters can help you build a loyal email list that delivers your insights directly to your audience's inboxes—no algorithm fighting required!

We’ll explore actionable tactics for subscriber growth, the importance of consistency in publishing, and how to optimize your content for maximum impact. Plus, we’ll discuss the power of articles as authority builders that attract inbound leads and enhance your visibility online. So, grab your notebooks—it's time to level up your LinkedIn game! In our latest episode, we tackled the age-old question: newsletters or articles?

We dove deep into the nuances of LinkedIn content creation, highlighting how newsletters can be a game-changer for building a loyal audience. By subscribing, your readers welcome your insights directly into their inboxes, allowing for a more intimate and direct form of engagement. This format isn’t just about sharing updates; it’s about cultivating a relationship with your audience through consistent, high-value content that encourages ongoing interaction.

We discussed strategies for crafting engaging newsletters that go beyond quick reads, incorporating detailed insights and serialized content that keeps subscribers coming back for more. Switching gears, we examined the role of articles in establishing authority and driving traffic. Unlike the personal touch of newsletters, articles are your chance to demonstrate your expertise on a broader scale. They serve as permanent content that can attract inbound leads and enhance your visibility on search engines.

We shared actionable tips for optimizing article titles, structuring content effectively, and ensuring that your articles remain relevant long-term. The conversation emphasized the importance of analytics in refining your approach—tracking subscriber growth, engagement rates, and audience feedback to continually enhance your content strategy. Our conclusion? Harmonizing newsletters and articles creates a dynamic duo that propels your LinkedIn presence to new heights, allowing you to engage meaningfully with your community while also positioning yourself as a thought leader in your industry.

Takeaways:

1. Creating a LinkedIn newsletter is a powerful strategy for building an email list that you control and nurture over time.
2. Newsletters are not just posts; they are deep dives that allow for extensive storytelling and relationship building with your audience.
3. To boost your newsletter's subscriber base, promote it in your regular posts and ensure it delivers real value consistently.
4. Articles on LinkedIn serve as authority builders, acting as permanent content that can attract inbound leads through search.
5. Optimize your LinkedIn articles using relevant keywords because they rank on Google and can generate long-term traffic for your brand.
6. Engagement is key; responding to comments and participating in discussions can significantly enhance your visibility and connection with your audience.

Today's conversation dives deep into the intriguing concept of "lost in distance," especially in relation to LinkedIn and how we communicate our messages online.

Fi Marshall and I unpack the surprising reality that many marketers are not measuring their LinkedIn analytics, which leaves them in a state of uncertainty about their effectiveness. We explore how this disconnect can hinder progress and how understanding the AI algorithms behind LinkedIn can actually enhance our visibility and engagement.

As we share our experiences, we emphasize the importance of clarity and intention in our messaging—starting strong and keeping the focus on what truly matters to our audience.

Join us as we challenge the norm, re-evaluate our strategies, and remind ourselves that in the world of marketing, both everything and nothing has changed.

Takeaways:

1. The term 'lost in distance' emphasizes how important it is to position key topics early in your content for better AI visibility.
2. We discussed how the marketing landscape has shifted, yet foundational principles of human connection remain unchanged.
3. Analytics are essential for marketers, as they help us understand what content resonates and drives engagement effectively.
4. AI can enhance marketing strategies, but it requires thoughtful prompts and planning to truly benefit from its capabilities.

Links referenced in this episode:

1. louisebrogan.com