592. Matthew Hunt, Generating Clients through LinkedIn Thought Leadership

Unleashed - How to Thrive as an Independent Professional

Show Notes:

Matthew Hunt talks about Demandii, a firm that helps busy B2B executives create snackable content for LinkedIn from a single monthly interview. Matthew explains that most clients struggle with time, and they don't know how to create content or want to do it. Demandii offers a structured approach where they interview executives privately, turn their one-hour interview into 40 hours of content in a variety of formats. They then work on it until they are satisfied, and syndicate it across social media, focusing on LinkedIn.

Demandii Customers

The types of customers for Demandii include CEOs, founders, SAS owners, consultants, and small businesses selling high-ticket items. They help them create various formats of content, such as videos, audio grams, text pieces, and graphic or image pieces. The most impactful content for clients is usually video-based, as people can consume the whole view, see, hear, and feel the content, attracting their tribe. Demandii's primary channel is LinkedIn, as most B2B executives want to be known and seen.

The ACES Method for Content Creation

Matthew discusses the ACES method for creating content for an audience. The ACES method consists of three core pillars: Authority, Content, Connect, and Engagement. Authority refers to the knowledge and expertise of an expert in a specific field, such as marketing, SEO, or digital PR. Content should be engaging, heartfelt, and relatable to the audience. Engagement is achieved through asking probing questions or starting conversations on social media. S stands for Show and covers showing content, which includes behind-the-scenes stories and achievements, is also important.

The 100-foot View Explained

The 100-foot view involves creating content that is interesting, compelling, helpful, and that the author will be proud of. The best content creators are good coaches and teachers, and to engage your audience, Matt suggests thinking about a problem the audience has and leading with that. He then states that the content should also agitate the customer by discussing the negative consequences of not solving the problem. This helps the audience recognize that the problem is not their fault and encourages them to resolve it. Matt shares the formula for the above content tactic. The formula for creating content is P, A, S. The formula stands for people plus problem, A is agitate plus absolve, and S is sell with a story or show how you solve the problem. This approach will create content that is helpful and that the author is proud of.

The B2B LinkedIn Demand Generation Course

In this discussion, Matthew Hunt discusses his B2B LinkedIn course and offers three options for clients: do-it-yourself, done-with-you, and done-for-you. The do-it-yourself course is free and can be completed by busy individuals or those with a team. Done-for-you involves marketing, creating lead magnets, and conducting LinkedIn events to generate inbound interest. The cost of these programs varies depending on the budget. Additional services and content in courses offered by Matthew include creating lead magnets and creating LinkedIn ads. He also offers marketing collateral that makes ideal customers instantly better or more awesome in 10 minutes or less. He talks about targeting large B2B businesses, such as CMOs at manufacturing companies with revenues of 10 million to 100 million, through LinkedIn. The goal is not to sell them, but to push them to long-form content, where they build demand and trust with people. He can create LinkedIn events that resemble interviews or webinars, aiming to position the host as a strategic advisor.

The Importance of LinkedIn Events

Matthew discusses the importance of LinkedIn events and their effectiveness. He recommends running at least one event every two months, with a minimum of four weeks for promotion. The length of an event depends on who you're selling to, with C suite individuals typically having a 15-minute event. For lower-level executives, events should be 30-to-an hour long. To ensure success, it's important to follow up with attendees via the LinkedIn DMS, as decision makers often watch replays. The best time for events is Tuesday, Wednesday, or Thursday, with Tuesday being the preferred day. When people are winning the week, they are more likely to attend the event, while when they're not, they may choose something else.

Team Building Events

Matthew also recommends using events for team-building, such as panel discussions or interviews with team members. Panels can be structured and can be used to create short content for company pages and showcase long-form content. If you sell a tool, it's essential to show your tool. If you don't have a team, it's best to focus on yourself. For customer interviews, you can use eco-bake works. The order of doing events depends on the complexity and difficulty of the process. You can control your time and message more easily, but it's difficult to control your team's and clients' time. Matt explains that LinkedIn events are a valuable tool for businesses to engage with their audience and drive business growth. It's essential to promote events effectively, maintain a consistent schedule, and focus on personal growth to maximize the impact of these events.

Updating LinkedIn Profiles

Matthew discusses the importance of updating LinkedIn profiles for clients. He explains that less than two or 3% of people who view content will return to the profile page, but it's crucial to have an optimized page. To optimize the profile, Hunt suggests having a great profile photo, a headline that accurately represents your brand and how you help, and a header image that quickly articulates your help and brand feeling. The bio should be written in first person, as it allows you to sell results you've driven for others. The featured section should be used with intention to get more clicks back to your work. The career section should include case studies and testimonials, and recommendations should be given from the current year. Regular practice is recommended to get regular recommendations, as it's social proof when other people can see that you have helped people like them. Matthew also emphasizes the importance of having a strong LinkedIn presence, as less than two or 3% of people will return to the profile page once they're considering doing business with you. He mentions tools that can be used to test the impact of your profile photograph.

The Impact of Recommendations

Matthew discusses the impact of recommendations on the buying cycle and their impact on job opportunities. He suggests that recommendations can make it easier for people to confirm their skills and qualifications. He encourages everyone to do this, even employees, as it makes it easier to get hired. He believes that coaching and teaching can lead to more interesting and compelling work, rather than just selling or showing off. He also mentions that anyone can sign up for his do-it-yourself course or explore his services on DemandingDotcom, which offers a variety of resources and resources. The focus is on providing value and making the hiring process more enjoyable.

Timestamps:

00:02: Introduction to Demandii and Its Services

03:32: Types of Content Created and Their Impact

10:13: Course Offerings and Pricing

11:34: Lead Magnets and LinkedIn Events

18:38: Optimizing LinkedIn Profiles

24:08: Final Thoughts and Contact Information

Links:

Website: https://img.newoldstamp.com/r/607910/w

Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.