Social media has never been more important for company leaders wanting to get their message out. Among the social media platforms, LinkedIn is especially effective when sharing the message about your brand and value proposition. In this episode of the Can You Hear Me? Podcast, co-hosts Rob Johnson and Eileen Rochford welcome Jared Gibson, Co-Founder of Outworks, a LinkedIn executive content creator, to discuss The Power of LinkedIn.
Jared Gibson is the co-founder of Outworks, where he helps executive teams turn what they already know into a repeatable content system that builds trust before a sales call ever happens.
With a background in sales and marketing leadership, Jared is obsessed with one thing: making sure smart leadership teams don’t stay invisible. At Outworks, he builds executive content infrastructure that helps ideas travel, authority compound, and conversations start long before someone clicks “Book a meeting.”
He lives in Highland Park, IL with his wife and two kids. When he’s not thinking about content, distribution, or why most LinkedIn strategies are broken, he’s on the golf course or emotionally invested in Cleveland and Ohio State sports (for better or worse).
https://authoredup.com/blog/linkedin-360brew
Rob Johnson: [00:00:17] Hello everyone and welcome to another edition of the Can You Hear Me podcast. I'm Rob Johnson, president of Rob Johnson Communications. [00:00:23][6.1]
Eileen Rochford: [00:00:24] And I'm Eileen Rochford, CEO of the marketing and strategy firm, The Harbinger Group. So here on Can You Hear Me, we often highlight the importance of maintaining an executive presence on social media, particularly on platforms where your customers, clients, and even your colleagues are active. That's right, Eileen. [00:00:41][17.8]
Rob Johnson: [00:00:41] That's right Eileen, it is important, very important and you know, I hear it time and time again, I'm sure you do too, many executives become frustrated because it's difficult to run the day-to-day operations of a company and create content about what you're doing to run it. So fortunately we have someone on the podcast today who specializes in solving this unique problem. He is Jared Gibson, co-founder of Outwork. Jared, welcome to Can You Hear Me? And before we dive into your background, which we'll do, why don't you explain exactly what Outwork does and how it's useful for executives. [00:01:10][28.9]
Jared Gibson: [00:01:10] Yeah, awesome. Rob, Eileen. Thank you so much for having me on a big fan of both of you. Eileen, we just talked about the Cleveland connection. Can't go wrong with that. [00:01:20][9.9]
Eileen Rochford: [00:01:21] You're good people, Jared. Yes, all right. [00:01:23][2.0]
Jared Gibson: [00:01:23] All right. All right, all right. All right anyway, Rob, what was your question? Cleveland? No, I'm just kidding. I'm kidding. Okay. All right so my company Outworks, we work with CEOs, executives to help them build really a personal brand through executive content on social media. LinkedIn happens to be the primary because we're in the B2B space, but- For us, it's all about helping them create this consistent system, setting up this system that makes it easy for these busy executives to have this one-stop shop each month where we interview them podcast style and put together a strategy around the content, around the questions we're asking. And then we've got an entire team of graphic designers, video editors, writers, copy editors that will then go through that monthly podcast style interview and create a month's worth of content for them. So that's very high level what we're doing. There's obviously a lot more that goes on in the background, but in today's world as an executive, as a CEO, as the founder of a company, you are part of the buyer journey. It's not the days of we just go to a company website, we check out what they do and we schedule a meeting. We're going through more of a detailed process before any conversation happens. So are you showing up as an executive to build that trust, staying top of mind with that person? Um, or are you silent and you're not creating content? Like one is going to typically garner that first conversation versus the other. [00:02:52][89.2]
Eileen Rochford: [00:02:52] Well put. Absolutely. Thank you. Well, that's interesting. I hope throughout our conversation, we'll get some more glimpses into our works. But before we go down that path too far, could you give us a little insight just about you personally and your background? I mean, we don't have to get too personal, but just your professional background will suffice. That's just fine. How did you get where you are right now in your career? Things like that. Yeah [00:03:17][24.7]
Jared Gibson: [00:03:17] A lot of just kind of tripped on a few things, landed in a few spots, and no, it's funny because my background out of college, I had no clue what I wanted to do. There was no... I was one of those, I was on the five-year plan, graduated, actually reached out to a mutual connection of ours, Eileen. And he's like, why don't you come up, move back up to Cleveland from Columbus and try out for, or not try out. Interview at this company I'm with called Spyglass. And I went up there, interviewed, ended up getting the job. And I realized at that point in time, like, I guess I'm in sales, like, that's my thing now. And it was back in the day, we were making a hundred dials a day, you know, scheduling meetings. And then I ended up going, getting promoted to outside sales. And I just loved everything about sales, the strategy behind it, like the wins, like the lessons learned every single day. And fell in love with sales and started looking into more sales methodologies and just kind of picking and pulling from each one. Moved a few times, stayed with this company for about nine years. It brought me to Chicago where I am today. And from there, wanted to do a few other things. So jumped around to a few others gigs, ended up at this one company on their leadership team. I actually was running marketing for this company and we were acquired at the greatest acquisition of all time. And it gave me an opportunity to do something I've wanted to do for a while, which was start my own company. And I'd seen enough where this was post-pandemic at this point, where it was like, listen, I feel like we're on kind of phase two of what content is, like phase one was like company logos, like company brands, it was company LinkedIn pages. And that's still important, but you started to, and I told the story, you started to kind of see into the lives of these executives at home, and it really humanized them and the more CEOs and founders that kind of started stepping out into like out from behind the company brand and putting themselves out there, the more you saw like, this is a massive lever here that CEOs and executives need to take advantage of. It's just whether or not they have time to do it. Yeah, ChatGPT can help you write any posts, but unless you're building a system around it, then it's tough. So I got back together with two guys that I used to work with, Brandon and Kelly, who Rob knows, and I was actually Brandon's VP of sales at one of his companies and Kelly ran our design team and got back together with them and said, Hey guys, I'm thinking about going off on my own, doing my own thing. This dumpster fire acquisition happened, I don't want to ever be put in this position again. And they're like, Oh, well, we're kind of in the same boat. So we kind of merged together. And it's cool because my background's in sales, marketing, Kelly's background, he's a designer, he was Brandon's head of design, I was Brandon head of sales one of his companies. And Brandon is a serial entrepreneur. He's an engineer. So we all got these different backgrounds, which is cool. Brandon said that any successful business he's ever had has had a hacker, a hipster, and a hustler on the leadership team or some form of it. Which one are you? That's kind of where we are. I guess I'm the hustler. I guess I'm the hustler. [00:06:21][183.4]
Eileen Rochford: [00:06:21] Yeah, sales. That makes sense. All right. Yeah. [00:06:23][1.6]
Jared Gibson: [00:06:23] Yeah, that's a long story. So that was probably a little long, but that's kind of how I got here. [00:06:27][4.5]
Eileen Rochford: [00:06:28] Well, it certainly is a peek into your history, if you will, and I think it's fun to get to know our guests a little bit better. But there's one thing that we didn't address that I just want to go back to, which is what led you to the attraction to LinkedIn, the LinkedIn specific, because you said you're B2B, so you're primarily LinkedIn. How did you know that was the place? [00:06:51][23.1]
Jared Gibson: [00:06:51] That's the only place. Leadership. Yeah. I mean, it's kind of the only place. Right now, you've got other platforms out there. I think YouTube is a massive opportunity. We're starting to shift a lot of focus to YouTube. But from a beta in Substack, Substack is, I think, going to blow up. I love Substack. But right now, love it or hate it, LinkedIn is the go-to B2B place. They have the most data. They've got the most executives. If you look at their audience, that's where B2B executives are. So it was naturally the right fit. And it's, it's Whether people are commenting or engaging or creating content, I know plenty of high-level, C-level executives that don't do any of that, but they're on LinkedIn every single day. Just like we jump on social media and we scroll, they're jumping on social media and they're scrolling. So if you want to get in front of the right people and do it the right way and build trust, it's the premier B2B social media channel today. And social media in general, the average B2P buyer I think I saw is 36 years old. They're on social media, and the next buyers coming up behind them, unfortunately, live on social [00:08:01][70.0]
Eileen Rochford: [00:08:02] Yeah. [00:08:02][0.0]
Jared Gibson: [00:08:02] You got to meet your buyers where they are. [00:08:04][1.4]
Eileen Rochford: [00:08:04] Yeah, yeah [00:08:05][0.7]
Rob Johnson: [00:08:05] Sure. That's great. So we know Outworks is designed for company leaders. You've already expressed that to us. But more specifically, among those folks, who is your ideal client and what makes them your ideal clients? [00:08:16][10.9]
Jared Gibson: [00:08:16] Yeah, good question. Um, and we tossed this around a little bit over the last few years and we, I just had a team call with Brandon and Kelly and we were hitting on this a little bit, but it is. This is a little broad, but we think it's five to 50 million in revenue, B2B. Our best clients today have internal marketing or growth teams, meaning they've got people that are already internally running a lot of the brand stuff, but they also see the value in making sure that their CEO or other members of their executive team are actively creating content. So when I say that they're our best clients for a few different reasons, one, they have budget for what we do. I never have to worry that it's month three and they're going to start worrying about whether or not they're gonna be able to pay us in month four. The budget's there, it's laid out, so budget's important, obviously. We can work in parallel with their marketing team on strategy for the company, meaning next month so-and-so is going to be speaking at this event or we've got this product release coming up, so let's make sure that we include that in the next round of questions to our CEO that you're working with. So that's important. And also like when you've got a growth and marketing team, they get that this doesn't happen overnight. Magic does not happen. There's no easy button here. This takes time. If you're going to create content and really, if you're gonna do this with intent, it's going to take months to get there. Sure, you may be able to initiate some conversations, start to see some movement after the first three, four months, but I always tell people mindset-wise, you got to be prepared to do this for at least 12 months. If you're not, then you're going to set yourself up for failure. It takes time to compound all this content to get to the point where you want it to be. [00:09:55][98.8]
Speaker 4: [00:09:55] Mm-hmm. [00:09:55][0.0]
Jared Gibson: [00:09:56] I'm really glad you brought that up. [00:09:57][1.0]
Rob Johnson: [00:09:57] Because people are like, OK, we started it. Where's the payoff? A week, two weeks, two months. And it really is a longer play. And sometimes people are, like, well, of course, you're trying to continue your monthly fee or whatever. But it takes time to build that audience. And I think having watched you up close, we've had the chance to work together. And I'm telling you, your team is terrific, focused. It's very clear what's going to happen. The content is first rate. And so, you know, there's a commercial. Again, you're right. It's not for everybody because you need people that are not going to be sweating the monthly or whatever. But man, the results are the results. And everybody I've worked with that's worked with you has gotten them. [00:10:45][47.3]
Jared Gibson: [00:10:45] Awesome. Appreciate that. Shout out to our team. I mean, our team is great. Like they're awesome to work with. [00:10:50][5.1]
Rob Johnson: [00:10:50] Yep, Kelly, Julia, everybody there. They're terrific. [00:10:53][2.5]
Eileen Rochford: [00:10:54] Alright, so we have touched on this already, just a tiny bit, but let's talk more about, more specifically I should say, about why you believe LinkedIn is superior for executives who want to share their message with their best target audience. Why is LinkedIn it? And even talk about some of the how, if you want. [00:11:12][18.1]
Jared Gibson: [00:11:12] Yeah, I mean, well, it's for one, you can control whatever you put out there. There's, there's, everybody has issues with everything. There's always going to be gripes about certain things. Like right now, the major gripe on LinkedIn is that reaches down across the board. Like when you're posting content, people that were seeing thousands of impressions a few years ago are literally seeing like three, 400 impressions per piece of content. The thing that I like about LinkedIn is that I think their analytics can be better, but you can see who's seeing your content, not the individuals, but you can see the group of people. So if you want to look at like, hey, my impressions are down. I used to get a thousand impressions on every post and now I'm getting 400, 300 impressions on repost. All right. Well, if you look to see, have you looked at the data to see who those impressions are with? Because I'm looking at your data right now and this says that who's your buyer? You said that They're senior level, C-level execs in this particular industry. Out of the 400 or 300 impressions, 50% of the impressions are with that exact buyer. So that tells me that your content is being seen by these executives that you want to get in front of. Are they're not liking and commenting on your posts? Who cares? Those are vanity metrics anyway, right? Your buyers are not going to be liking and comment on your content. That's just not the way the world works, but they're just going to watching. They're going to judging. They're gonna be taking in the content that you're putting out. So are there other channels that you can do this through? Sure, like YouTube, you can put out content, you can get tons of impressions, all the other social media channels. But if you look across the board at like who the demographic is that is on LinkedIn, they are executives, they are your buyers. These are, I had a post a few years ago and it was funny because I thought about this in the morning. Like my daughter asked me like, hey, when did you know that you were a grownup? She was like, I think four at the time. And it's, I didn't tell her this, But I literally thought about this is like, I realized that was a grownup when I woke up and I didn't go to Twitter, Facebook or Instagram as my first social channel. And I went to LinkedIn. So yeah, this is just where the buyers are for the most part. [00:13:10][118.4]
Eileen Rochford: [00:13:11] Yep, that is a beautiful coming of age moment. [00:13:13][2.4]
Jared Gibson: [00:13:15] I'm a grown-up now. It took me a while. Maybe it took me 40 years, but I'm here. [00:13:20][4.3]
Rob Johnson: [00:13:18] You know, it took me 40 years, but I thought maybe you were going to say, um, I'm still there. Like, yeah, no, no. I'm kidding. Yeah. We know each other. I love busting your chops a little bit. [00:13:26][8.2]
Jared Gibson: [00:13:26] Robin Meyer. Robin Meyer, we're MySpace friends. Exactly. We're [00:13:31][5.3]
Eileen Rochford: [00:13:33] But you're right, the audience dialing in particular, how tightly you can target specific roles, regions, sectors, you know, for all of your content. [00:13:43][10.0]
Jared Gibson: [00:13:44] Yeah. And that's just organic. That's organic. You can put dollars behind it. So when we talk about like cheating the code and maybe having a little bit better results quicker, like yeah, you can build specific list of people you want to get in front of. You know, you can retarget people and boost content toward those people. So you'll get the results a little bit faster. You're going to have to pay more, but there's an opportunity and you don't have to worry whether or not the algorithm is going to show people your content or if you're even connected to him, you can pay to get in front of the people. [00:14:11][27.4]
Rob Johnson: [00:14:12] You just touched on a couple of things that I think are important. First of all, LinkedIn is superior when it comes to getting analytics. I think they do it better than everybody else in terms of you're talking about having those CEOs that were engaging with that content. And the other thing is, and I think this is probably one of the many values that OutWork can provide, is the thousands of people that were commenting or that were digesting your content before, and now it's hundreds, they change the algorithm a lot. So whatever your rules are for today, they may be different on, say, April 1st. And I know that that's probably a challenge for you all to stay ahead of it and be like, all right, not only are we going to help you create this content for LinkedIn, but the algorithms are changing, and here's what you don't need to do, and here is what you need to do. Kind of talk about that a little bit. [00:14:59][47.6]
Jared Gibson: [00:14:59] Yeah. Yeah. That's, that's something that's been a hot topic over the last few months. Last year, previous to, I would say maybe middle of last year, maybe beginning of last year, LinkedIn had these algorithms, like everybody's obsessed, always wants to talk about the algorithm. And they had thousands of, I keep it shifting screens. I don't know why my computer does that. They used to have like literally thousands of algorithms that were running at the same time, right? They have different algorithms for different people, different countries. Last year, they threw all that to the side and built out their back-end AI, this new system called 360 Brew. 360 Brew is very different than all the algorithms that we're running. Naturally, people noticed a massive tank in a lot of their reach, but it is because supposedly 360 Brew's an AI that's reading individual pieces of content versus grouping it together. It's taking, in essence, like it goes to your LinkedIn profile and it says, does your content match what's on your LinkedIn Profile? This is why LinkedIn profiles are so important. Like every, if you're going to start doing this, like don't do anything until you set up your LinkedIn profiles for success. It is a landing page. You need to optimize that. What are the things that you do? What do you talk about? So it's looking at your LinkedIn, profiles, matching it up to the content that you create. So if it's, if your just throwing out some random thing, let's say I start talking about derivatives trading on my LinkedIn posts, it's going to tank because LinkedIn's 360 Brew is getting confused the same way. It's saying, well, you've never talked about derivatives training over here. We're not gonna show this to anybody over here because you're not an expert and this is what you do. Right now, you really wanna focus on creating content that can help people that can save that savable content. So if you're putting out infographics, is it valuable content that somebody will say, I wanna come back to this later, so I'm gonna save this. That's the first and most important thing that it's looking for. And that's what's gonna explode your reach is if you're creating saveable content. So infographics. Uh, things that again can help people say, Hey, this is going to go to somebody in a, in a boardroom that they're talking, Hey did you see the post from Rob last week? I saved it. Let's go through this because this is helpful for, for what we do. So stable content. Um, but yeah, it's so it's very different. There's a lot more that, you know, I've done presentations on this. It's again, can get in super detail on 360 brew. Um, if you guys want, I can send you over a good article that I read that gives the entire background on it. Then maybe you can send this out to people. [00:17:27][147.4]
Eileen Rochford: [00:17:27] Show notes. Show notes, yeah. You just had me reflecting on, are you guys familiar with Sarah Evans on LinkedIn? She's pretty much, I would say she is one of, if not the foremost expert on the impact of AIO and GEO on brands, but specifically public relations, elements of public relations. Have you ever heard about her? I'll plug for her because I think that I've read more of her content in the last six to nine months than anyone else on LinkedIn. And I personally have saved every one of her posts. [00:17:59][31.6]
Speaker 4: [00:17:59] So. [00:17:59][0.0]
Eileen Rochford: [00:18:00] I might. Yeah, people like like me saving Sarah Evans content is probably responsible for why she's now. [00:18:05][5.4]
Jared Gibson: [00:18:05] Skyrocketing. [00:18:05][0.0]
Eileen Rochford: [00:18:06] 100,000 followers plus, yeah. But that's what you made me think of. Like, wow, that's interesting, because I did really start that behavior, that practice just in the last year of saving. Yeah, that s interesting that you mentioned that. [00:18:20][13.5]
Jared Gibson: [00:18:20] Yeah, I've got a bunch of stuff. I know the problem with me is that I'll save something like, Oh, this is gonna be a good one. And I forget to go back to it. So every once in a while, I'll go through my save stuff. And like, oh, this all gold, right. And but you just forget to go back to it [00:18:32][11.7]
Eileen Rochford: [00:18:33] I'm waiting for the AI feature that will help me like take all the things I've saved and kind of make sense of them. Like that would be, that would be awesome, wouldn't it? [00:18:41][8.4]
Jared Gibson: [00:18:41] Do we want to turn this into a clod call? [00:18:43][1.4]
Eileen Rochford: [00:18:44] We can do anything we want. [00:18:46][1.9]
Jared Gibson: [00:18:47] Yeah, I'm not there. I'm not ready to talk to that one. I barely even, I can barely even function on my own right now with all the AI tools that are available. It is head spinning, isn't it? It is. [00:18:55][8.5]
Eileen Rochford: [00:18:56] There's got to be an embedded feature that LinkedIn is going to come out with for that. [00:19:00][4.4]
Jared Gibson: [00:19:02] I would love to say yes, but I would also say don't hold your breath. [00:19:05][2.7]
Eileen Rochford: [00:19:05] Okay. Interesting. Darn it. That's like on my Christmas list. We'll see. [00:19:10][4.8]
Rob Johnson: [00:19:11] But it's your months from Christmas so you evolve so many different ways by the time you're [00:19:16][4.9]
Eileen Rochford: [00:19:16] A lifetime will be lived between now and then. [00:19:20][3.6]
Rob Johnson: [00:19:20] Got months. Here we are in 2026, Jared. You talked about, obviously, this is your business. This is where people should be living. You also talked about the potential of, say, YouTube as well. Is this where executives should be spending their time, all the algorithm changes notwithstanding, and their social media energy if they're going to maximize their online presence? [00:19:42][21.8]
Jared Gibson: [00:19:42] Uh, that's, it's a good question because I, I have a friend I was talking to about, he's got no digital footprint. I think digital footprints today are so important and it's tough sometimes like you got to do something. There's got to be something out there. It's not like 10, 15 years ago where you didn't need it. I do think that LinkedIn is a great starting point. I wouldn't put all your eggs into one basket today. You guys do the podcasts. Podcasts are great. Even if you don't want to host a podcast, figure out a way to get on as many podcasts as possible. This is all part of the digital footprint. You can get content from that and put it out to other platforms like LinkedIn. I have two podcasts. I host two podcasts, right? I get a ton of content created just from that. And I put it on LinkedIn. And put it up on TikTok. I don't know what the I'm doing with TikTok, but it's on TikTok, right? But I know that that's where every once in a while I've got buyers that tell me like, yeah, we're on TikTok. Right? Instagram. We haven't done it yet, but, it is on our roadmap over the next few months to create a newsletter, a sub stack, like newsletters, blogs, like whatever it is. So, I would never say throw everything all into building your personal brand only on LinkedIn. That is a tactic as part of the overall strategy on what you should be doing today. But I, I. Think that it is so necessary to do. And especially if you're the CEO, or if you are a leader in a company, this is going to maybe corrupt some of them the wrong way, but it's your responsibility in 2026 to be doing this. You absolutely should be doing this. And if you aren't doing it, ask yourself why you're not doing it. And think about all the excuses you're saying, and then take a step back and look at yourself and say, okay, I'm saying no to this because it's outside of my comfort zone. That's why I'm not doing it right now. [00:21:25][102.9]
Eileen Rochford: [00:21:25] More than likely, yeah. [00:21:26][1.0]
Rob Johnson: [00:21:26] Yeah, but you guys are right inside the comfort zone. So you're like, yeah, naturally, you don't want to do it for you. [00:21:32][5.5]
Jared Gibson: [00:21:33] Yeah. On the journey. We'll help you. I mean, we do have to understand like we have clients that come to us that have been creating content forever. And they're like already in it. They just need somebody to help them with the system. And then we have clients that have sat in front of boards that are private equity, that are super successful, that don't need to work anymore. But when you talk to them about the content game on social media, they curl up into a ball and they get very uncomfortable. So we have to help them crawl, walk, run and get to a comfortable point. And that sometimes takes a few months to there. [00:22:01][28.2]
Eileen Rochford: [00:22:02] Yeah. All right. So what are the benefits that clients say, you know, think of your 10 most successful clients that you have worked with for a year or more. What have they told you they have kind of derived in terms of value and benefit from the experience? [00:22:15][12.8]
Jared Gibson: [00:22:15] Yeah. So there's a few things that we always look for, like that we want, if you think about like, putting yourself out there, like when somebody says to us, we are jumping on calls now with our prospects that feel like they already know who we are when they get on the call. Like, so it's, it's accelerating the sales cycle. It is creating that trust prior to that first conversation. It's not necessarily like generating leads and meetings all the time. Yes, that is a lagging indicator that we to have happen, but there's so much that has to go on on the front end. Like, hey, we talked to this company eight months ago. They were a no at the time because of whatever reason. And then they threw time on my calendar and they said, Hey, I've been following your content and you posted last week about this and that kind of jarred something loose, but we're in a better place to have this conversation today. So. It's making sure you're staying top of mind. We had a client tell us that they were at the consumer electronics show out in, I think, Vegas a few weeks ago. And he was walking around and somebody came up to him that is a buyer and said that he's never seen before and said, hey, introduce himself. I've been following you on LinkedIn for the last eight months or six months or whatever it is. And, he looked at his marketing person. His marketing person's been saying like, listen, trust me, this is working and he's like, why we haven't seen. And he looked at her and just smiled nodded, nodded his head and he's like, yeah, it does work. Like, so it's, it's not sleeping on all those little things. I think people immediately go to, I need to generate meetings ASAP. That's not the goal for everybody. The goal for some people is to support their sales team. Like, hey, we have this sales call every Friday and sometimes they allow us to come into those sales calls meaning tag in, like tag in our Fireflies and we'll record those calls and they'll send them to us. Here's all the things that our sales team's hearing. We need you as the CEO to be the mouth to get this out there so that overcome objections or these are challenges that we're seeing. So it's taking that voice of the sales team almost like just getting out there and saying, we hear you, this is what we're feeding. And then that's collateral the sales team can then send to somebody that they're prospecting or that they had a call with, hey, our CEO was talking about this in his content or her content. Send it over. So there's that. I don't even know if I answered your question. We want to look for impressions. Yes. Impressions with the right people. We talked about that. A lot of, a lot of leading indicators, but [00:24:34][138.5]
Eileen Rochford: [00:24:34] I think the examples that you gave that were really specific about evidence that things are improving were really good. You're so right. It's almost like you're softening the beaches, if you will, but you're really building the bridges for the leadership brand content on LinkedIn. [00:24:52][18.0]
Jared Gibson: [00:24:53] Yeah. Yeah. I do think that there is, so I always talk about the larger market formula. Rob's heard me talk about this larger market. Formula talks about how at any given time, there's only roughly 3% of people that are in market, ready to buy what you're selling today. Meaning they're pain-aware and they're solution seeking 3% people. The mass majority of outbound that you get the garbage that hits your inbox. So you're, you're pitch slapping on LinkedIn is focused on that 3% of the people. I don't think people do a really good job to focus on, there's another like 37% that are paying aware, but they're not quite solution seeking yet. And then there's a group that aren't quite paying aware yet. So that's 97% of people, like how do we stay in front of that group? Are we going to send them like drip emails or whatever it is? It's creating content. Like your job should be to enter the conversation that's taking place in your with the content that you create. So create this content because at some point your buyer's hand is going to go in the air and say, I need to talk to somebody about this. I've been following this person on LinkedIn for the last nine months, 12 months, whatever it is, like you're at the top of the list because I feel like I already trust you with all the content that you're putting out. So. Larger market formula says that focus on that group, because that's where the most revenue is going to be. It may take longer to get to that point where that 3% is focused on the people that are ready to pay now, but it's also like you're just shouting into a well with that. It's very hard to be the signal and the noise with the 3%, whereas you can be the signal and noise with that 97% that's not ready to talk today. [00:26:23][89.8]
Rob Johnson: [00:26:24] And I think it's important to think about not being so salesy too. When you're creating content, when you're putting it out there, you're showing your subject matter expertise. And the call to action would be like, yeah, call me. But most of the time it's like, here's what I'm thinking about. Here's where my head's been at in my industry and things of that nature. That's why it's so important because the more you come off as the subject matter expert, the person that's sharing information, and the less it's, like, hey, let's do a deal, the better you're going to have. I think everybody knows that it's ever done sales, but people don't like being sold to and being out there and creating that content that may or may not have an action item attached to the end of it, I think is crucial. [00:27:01][37.9]
Jared Gibson: [00:27:02] Yeah. I think that if you, if you take a step away as a salesperson saying this, it's tough. But if you. Take a step back from the sales side of it and you position yourself as an invisible marketer, meaning all you're doing is just saying things that you're like, you're hearing these conversations. All you're going is regurgitating a lot of that stuff out and that's marketing. Like that's what marketing is. It's putting messaging in front of the right people. Just be invisible with it. Don't sell. Like, like Rob, you said it perfectly. There's nothing that turns people off faster than feeling like they're being sold to. And when they see content that feels like it's salesy, they immediately scroll by it and you only get one or two shots at that. If they see you the second time, they're going to scroll right by you. But if they see the first time and it's memorable and it speaks to them and it's not selling to them, they may stop the scroll the second day that they see you. So it is very important not to sell for sure. [00:27:55][52.7]
Eileen Rochford: [00:27:55] Yeah. And one way to frame that is that most people go on LinkedIn to learn. They're there to get information. They are there to expand their industry knowledge, their skill set in some way. They aren't there to buy something. So they're actually looking for people who are sharing information that can kind of grow their professional minds, if you will. [00:28:15][20.4]
Jared Gibson: [00:28:15] Yeah. Yeah. Is a build a build on top of that? Yeah. Like showcase your personality. I got it. I have a post coming out next week where I talk about like Polish is the enemy of this content. Don't worry about polish in the content. Be yourself, showcase your personality. Every once in a while, I cuss with my content, but that's who I am. Every once and a while I'll say a joke. It's showcasing your personality, it's self-deprecating humor. I'll make fun of myself sometimes. Is that good for everybody? No, it's not for everybody, but that just who I'm. So showcase your personal. You don't need to be stiff and buttoned up in the contents you create. It doesn't have to be perfect. People aren't looking for perfect. They're looking for those blemishes. So I'm going to talk about like how, like if I'm in between two companies and I'm the buyer and all things look the same with these two companies, one you've got the same price, similar product, same price similar product. I'm gonna go to their LinkedIn profiles and check out their executives who I'm working with. And if I vibe better with one because that person would be fun to work with versus the other one that's just reposting a bunch of company, congratulations to my company for doing this. I am going to go with this one every single time. So personalities, showcase it if you can. [00:29:25][69.3]
Eileen Rochford: [00:29:25] Yeah. Yeah. Good reminder. Totally agree. Great. Those are some awesome tips. I just want to say thanks Jared. Jared Gibson from Outworks. Thank you for joining us today. This has been really insightful. And I mean, we shared some good specifics too. I love, I love the actual things. So thank you for having me. Share information and show, you know, strike your personality out there on LinkedIn and you're going to have way better success. And if you can't do it alone, call Jared. Yes, yes. [00:29:51][26.2]
Jared Gibson: [00:29:53] Hey, however, for sure, I'm ready to talk to anybody. [00:29:55][1.7]
Eileen Rochford: [00:29:55] Yeah, we'll put all your contact information in our show notes too, so we'll make sure everybody can reach you and we'll pop in that article that you mentioned as well. All right. Well, thanks for being with us. That's going to do it for another edition of Can You Hear Me? I'm Eileen Rochford. If you would like to comment on the podcast, suggest a topic or read our newsletter, please contact us on our Can You hear Me page on LinkedIn. And we also have an awesome new website, don't we Ralph? [00:30:19][24.0]
Rob Johnson: [00:30:19] We sure do. Brand new, it is canyouhearmepod.beam.ly. Of course, we'll leave that in the show notes as well. And if you like what you heard today, please consider giving Can You Hear Me a positive review wherever you get your podcasts, Apple, Spotify, wherever it is. It helps other listeners find our content. Thank you so much for listening. [00:30:19][0.0]
[1771.1]