Gareth Daine

Source: SEOSignalsLab

Pick His Brain!

I’d like to introduce one of our members, Gareth Daine, for our next ‘Pick His Brain’ session and I want to thank him for the participation.

Gareth Daine is a veteran software engineer with over 21 years experience, who specializes in building custom enterprise web applications for startups and corporate clients.

On top of this, Gareth also LOVES SEO and growth marketing and has 11+ years experience in marketing online.

He’s currently heavily involved in lead generation and prospecting using LinkedIn and is a HUGE evangelist for the platform.

Gareth spends most his days testing new growth and SEO strategies, as well as networking and building automation tools, such LI Tools, his custom LinkedIn Sales Navigator automation Chrome extension.

You can check out his latest LinkedIn marketing tool.

https://chrome.google.com/…/gokinkodpplcoifimhclhnamkdk…

If you have any questions related to LinkedIn marketing or SEO, please feel free to pick his brain.

Here are the rules.

1) I’ll let the thread go on until he asks me to stop. Theoretically, this thread can continue until bitcoin value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM him and bother him. If you have a private question, ask for his permission on this thread when appropriate.

#PickHisBrain

What are some common mistakes people make when generating leads via LinkedIn?

Well, there are quite a few, but here are some of the most obvious and important ones.

1. Not laying the right foundations first. As in, not spending a significant amount of time on your profile to establish authority and make it stand out.

Think professional picture, authoritative cover photo, benefit-driven intro backed by stats/data, endorsements, recommendations, customer-focused experience, media, articles etc.

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You don’t have to have all of this at one, but at least get the first 3 or 4 right before you start.

2. Not having a plan of action and an understanding of who you are targeting.

This is MAJOR.

The scattergun approach doesn’t work, you must know WHO you’re targeting, WHY you’re targeting them, WHAT to offer them, and WHERE they’re located.

Which leads nicely into the next point…

3. Don’t SPAM with irrelevant nonsense. This is SO important. Everything about LinkedIn and B2B lead gen is ALL about targeting.

You must know who you need to target and what it is you’re offering them and why they’d want it.

Simply sending connection requests with irrelevant links/info, or mass-messaging contacts with the same is annoying, but it also doesn’t work. This is why you need Sales Navigator.

4. Don’t sell on the first contact. Build a relationship first. Often, people jump straight to selling.

This is why LinkedIn has a bad rep for SPAM. It also doesn’t work.

Approach it from a genuine want to build a relationship and offer value first, and always.

5. Don’t just post link shares to your feed. They don’t work, don’t drive traffic, and they DON’T get engagement, and in turn, reach.

Again, this all comes down to targeting and what you have to offer these connections. Write targeted, valuable content as often as possible.

There has to be a way to share links though and get reach?

Sure, there is.

What I’m saying, and you can see this from looking at profiles with large amounts of followers that do it, don’t share JUST links.

LinkedIn’s algorithm restricts link posts, but it also takes into account previous post performance. If all you do is share links, you won’t get very far.

There are several techniques to share links effectively.

Can you share some examples of techniques to share links effectively?

One great way, which I learnt from Josh Fechter, is to make your post, then drop a link in the comments, then copy the link to that comment and then edit your post and add the link to the comment in the post.

So, when someone clicks that link it will take them directly to the comment with the link in.

Can you tell us about your tool? What’s the best way to leverage it?

My tool helps automate LinkedIn Sales Navigator activity.

Namely, connection requests and messaging.

It’s a simple, easy to use tool, but EXTREMELY powerful.

You must have a Sales Navigator account to use it (I recommend this anyway).

So, using Sales Navigator, you can perform highly-targeted searches.

Then, you can use my tool to send personalised, targeted connection requests, or messages to that specific demographic.

This is EXTREMELY powerful because it’s highly targeted.

For example, say you have a new blog post on a brand new link building technique and you want to drive targeted traffic to the blog to increase social proof (shares, comments etc.).

Well, you can search in Sales Navigator using boolean operators for people who work in SEO or marketing, or even link building.

Then, either send connection request message, with a “P.S. Check out my latest link building strategy {{link}}”, or a message to your first-degree contacts asking for their feedback on the post.

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Trust me. This works wonders.

Also, because my tool does not modify LinkedIn in the DOM itself, it’s more difficult for LinkedIn to detect it, and thus, a lot less likely your account will be restricted.

Would you suggest LinkedIn for every country? I’m from Belgium and I don’t know if it would be effective.

That’s a difficult one to answer.

I’d think no, but it depends.

The best way to find out is to perform a search and see how many people in your country are actively using LinkedIn.

The best way to do this, would be to sign up for a trial of LinkedIn Sales navigator, perform an open search, select your location, and then select only those that have been active on LinkedIn in the past 30 days.

How would you outline the most effective LinkedIn outreach process?

Excellent question. That’ll be $5000, please.

Just kidding.

A basic, but effective strategy would be as follows.

1. Establish/Complete Your Profile Correctly
2. Identify Your Target Market
3. Start Making 150 to 300 Connections Per Day
4. Start Writing Value-Driven Targeted Posts (Primarily on Your Feed, But Occasionally Pulse)
5. Post Every Day (Use Varying Content Types, Long Form, Short Form, Link Posts, Video, Images)
6. Continue to Build Your Authority Until Around Day 30
7. Join Engagement Pods
8. Sign-Up to Sales Navigator & Download My Tool
9. Start Sending Targeted Connection Requests
10. When You Have a Fairly Significant Following, Begin Sending Targeted Messaging to Your Connections
11. Rinse and Repeat

It’s VERY important that you have an offer or something of value to drive your audience to before you start sending messages.

Of course, keep building genuine relationships.

Again, this is ALL about targeting.

For example, you could start targeting corporate owners/directors in a specific location and begin connecting with them, while at the same time, writing inspiring/valuable timeline updates about how you’re killing it in XYZ, or why SEO, or your service is so important and helps to do XYZ.

Back it with data and visual proof.

These targeted connection requests will automatically begin following you when you accept, and they’ll begin to see your content.

You’ll be quite amazed at how many inbound leads you’ll receive.

Are you using paid ads (LinkedIn)?

I have, and do, use LinkedIn ads, but in all honesty, while my engagement rates are better than the average, in-feed and text based ads on LinkedIn are poor in terms of leads and engagement.

Very poor. The average stats are quite shocking. They need to drastically improve their advertising platform.

The best types of ads are InMail ads.

If you had to tell your technology adverse father-in-law how to be successful at getting new clients on LI in 5 steps or less, what would you say?

Just start building relationships and connecting with people with no ulterior motive beyond wanting to build a genuine relationship and add value.

Write valuable content for your feed each and every day and take it from there.

Is Linkedin Also a good No-Budget option?

Yes, but, like anything, without some investment it takes longer.

You can do it with just content and manual outreach, though.

Which industries should focus on marketing on LI?

Wow! That’s a broad one.

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You’d be surprised at some of the industries that do well on LinkedIn, but there are some that probably won’t. It’s not for every business.

You just have to test and see if you’re target audience is active there.

That’s the only real way to find out.

Does LinkedIn catch your automation tools . what LinkedIn autotools can you provide us?

Yes, this happens quite a bit.

My extension has yet to be detected and the key here is that it doesn’t manipulate the LinkedIn interface (as in add extra functionality to the page) and leave footprints that LinkedIn can detect.

Also, my extension works solely for the paid Sales Navigator, which also helps to mitigate these types of things.

Of course, always exercise caution.

Which other platforms do you cross market / re-market on?

Primarily, Facebook, Adwords, Bing, LinkedIn.

Very rarely advertise or market on Twitter, or other platforms like Instagram or SnapChat.

What’s your biggest source of clients for the development business?

Primarily referrals from previous agencies I’ve worked with or private clients.

I very rarely chase new development work.

What is/are the best book to learn digital marketing?

The Art of SEO is probably the most comprehensive book I’ve ever read, but honestly, none.

The best way tis learn digital marketing is, to do digital marketing.

Test, test, test.

Obviously, read books, blogs, and ask questions, but take everything with a pinch of salt, and just take action.

When launching new content. What does your content promotion strategy entail?

I do. Not a huge amount, as I really have to like the product and it has to be good. But, yes.

How would / have you automated the outreach process for link building? This is the achilles heel for all SEO’s and email outreach is easily blocked. What’s your strategy?

My strategy involves a two-step process, involving thorough research on link targets, before I even THINK about creating content.

In the first email, I never ask for a link. Ever.

I also personalise it and I make it very brief and to the point.

In terms of automation, I use MailShake and BuzzStream.

I use a good few personalisation fields to make it unique to each individual, in fact, I sometimes even manually write the emails.

Part of my process involves connecting and building relationships with my link targets first. Especially, if I can offer them something before I even reach out.

It’s a longer process, but far more effective.

It can be difficult to scale, though, and takes a lot of work.

Is PBN still a good strategy? How do you rank a video?

If by ‘good’, you mean effective and works, then, yes. If executed properly. But don’t just rely on PBNs.

There’s lots that go into ranking a video, but I’m no expert in video ranking.

What would you say is the most overlooked aspect of SEO implementation? Also I am selling products not a service what is the best way to work on link building?

Content promotion and audience targeting. Without a doubt.

Create top-notch content, targeted to the RIGHT audience, promote the hell out of it, build links to the content, then, once your content has authority and is ranking, link sculpt to your money (product) pages.

 

 

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