Generate leads with your company & personal brands on LinkedIn

I started my personal branding journey here on LinkedIn in 2018 and *really* didn’t want to follow the advice to just go talk about marketing day in and day out to generate leads.

Did I like marketing? Yes. (I better—I own an agency.)

But did I want to talk only about marketing? No.

I saw a future where my personal brand was used to fuel more than the agency. It was filled with dreams of products, consulting, courses, you name it. 

(Fun fact: in the last 2 years, we’ve launched a course and a podcast through my personal brand. And there’s more to come. 😉)

So, I decided to build a brand around what I’ve learned about growing a business over the years—including many personal lessons.

My personal brand strategy isn’t a straight line: post about marketing → visit our website → consume some content → request a consultation

Instead, it’s more like: relate on a human level → build an emotional connection → go to my or Accelity’s website → request a consultation or refer if it’s a fit

…and I want it that way.

Here’s the kicker, though—I’m still making sure my community here is full of target buyers. Know how I know it works? 27% of my company’s all-time revenue is direct from LinkedIn.

This is how:

Every time we work on a campaign for the agency, we refresh my network with new prospects. At the beginning of this year, our goal was to sign more insurtech clients. So we:

Identified insurtech companies that we really want to work with and found 2-3 potential buyers at each business. (Have a good VA? Outsource it.)

Added them to my LinkedIn network with a compelling message. Not canned crap. Please! Make it compelling!

And then we… did NOT start selling them right away. I engaged with their content first. Got to know them. Meanwhile, they started to see my content and got to know and relate to me.

BTW: this pic is a throwback to one of baby’s first personal brand photo shoots. I was so awkward. Still am. 😂

Sometimes, I got a response right away requesting a meeting. And sometimes, prospects watched for a month… or two… or three… and then reached out.

Those who didn’t were sent to our sales team to start doing value-based outreach. Not spamming, not hard selling.

This single initiative landed us $260k in annual revenue… so far.

Then, we rinse and repeat.

Are you part of a B2B SaaS company wanting to learn how to replicate this process for yourself?

Join my LinkedIn Live webinar on Wednesday, October 5.