LinkedIn Case Study: Scaling When Too Many Clients Hit at Once

Speaker A: A, B, C, A, always. B, B, C. Closing. Always be closing. Always be closing.

Speaker B: Shirley.

Speaker C: Uh, you can't be serious. I am serious. And don't call me Shirley.

Speaker A: Put that coffee down. Coffee's for closers only.

Speaker C: Come after me. I'm a man. I'm 41st. I want to share with you the greatest email ever. Right? So this is from Katherine Bishop. I'm going to show you, um, more information about her. She was one of our superstars that went through the LinkedIn sprint, and she actually sent me an email that said, um, I have to pause my campaigns. Like, I have to pause, right? She said, I'm at capacity for what I can do. So I paused all my LinkedIn campaigns. I love her. She's like, I'm pretty smug about it. Like, I'm full. Like, I've got too many clients. Like, I'm full. So, again, this is the greatest thing ever. When it works too well and we have to actually pause your LinkedIn campaigns, it gets even better, too.

Speaker A: I love.

Speaker C: I got another email. Katherine forwarded it. This was from her husband's day job. So I'm sorry, Brian has given his resignation to go work with his wife.

Speaker A: Right.

Speaker C: Congrats. He will be missed. So, like, her husband literally quit his day job to go help Katherine with all the new business and all the new leads. Hold on. Here's where I said to Catherine, man, it sounds like you, uh, you're just crushing it, right? And she's like, yeah, it's out of control. So it'll be good to get him on board. I've been doing that. He's been busy at the day job. And then she's like, I promised him since that we're entirely remote. Um, now we'll spend six weeks in the Florida Keys. What a great sales pitch to her husband. But that's what's amazing about Katherine's story is, like, literally, um, got so much business that she had to turn off her LinkedIn lead generation. I, um. And by the way, she hasn't turned it back on. Like, it's led to so much business and then so much repeat business and now referrals. Like, she's good, like, and that's fine with us. Like, we over delivered, right? And her husband's working for. They've got that kind of, you know, entrepreneurial dream set up where they can do, you know, work remote. And they're doing six weeks in the Florida Keys. And so the great part about Katherine's story is two years after we stopped working with her, she's still getting new clients. Now I want to walk through why this worked so well, why it works so well, how we did this with Katherine's profile and most importantly how you can kind of follow this exact strategy and do the exact same thing. Obviously the headline is key and when you look at Catherine's again, the riches are really in the niches with LinkedIn. So for her, instead of saying Katherine bishop, you know, CEO BlackBerry accounting, or you know, the business name or whatever it was, or Katherine Bishop, just accountant, I niched it to a certain industry. Construction, construction, accounting and bookkeeping. That's the service and the audience. Construction, payroll and taxes. That's a service and an audience, right? Tax prep and planning. And notice the visuals I put in little kind of construction related emojis to really help it, you know, pop visually so she could see or when a client looked at it, they could see. Oh, okay. This is what she does. This is familiar to me. Even her LinkedIn background header that I made for her years ago was a construction job site with the words right of the service, construction, accounting, bookkeeping, payroll and more. So again, think about this, how the riches are really in the niches with a profile. She's all about this targeted niche audience of construction companies, contractors, et cetera. And the reason it works so well is because of her story. And that's what I want to get into here with the next part of the profile is really explaining what, what makes you unique, different and better and why a certain audience is going to resonate with you. And now I know one key thing people always bring up is, well, wait, I'm hearing you say the riches are in the niches with LinkedIn. But I don't want to niche myself too much. You know, I can be everything to everybody. Everyone needs an accountant, right? And this is a good example with Katherine. She does accounting for everyone. Like she can do it for any type of business. Accounting practices and principles are the same, right? In general, tax strategies, saving strategies are the same even across a, ah, niche of small business owners. Right? So why would I niche her so much to construction, uh, accounting and bookkeeping? Isn't she leaving money on the table? Right. Isn't this a bad thing if we niche her too much? Well, if you ask her like, no, she has so much business in this one niche, her husband quit his job to come work for her. She's still getting clients two years after the not, you know, stopping with us because she had too much business already. The riches are in the niches and if you just use LinkedIn to really appeal to one or two, maybe three target audiences to really stand out. You can be a big fish in a small pond. So let me explain to you how this actually works and how you can apply it to your profile right now. So, as I mentioned, I niched Catherine to the construction audience because of her story. So, you know, I put a lot of it in her actual profile. But again, where she talks about her story. Let me get to it. Her dad was a contractor, right? So her dad was a contractor growing up. Her mom was a cpa. Match made in heaven. But literally, she had to be on the job sites, uh, every weekend for her dad at 8:00am um, so every Saturday, 8:00am Growing up, that was her place. She had to be on the job site picking up nails, carrying boards, whatever, helping her dad with his construction business. She literally grew up in the industry. She grew up working in her family's construction business. So if you own a construction business, if you are a contractor, if you

Speaker D: are a home builder, how cool is

Speaker C: it to know that your accountant literally grew up in the industry and worked for her dad? And, oh, by the way, her mom was a CPA that did the books for her dad's business. Now, you want to convey all that in a way that really appeals to your target audience. So let's walk through what that looks like. So the first sentence of your about section on your LinkedIn profile. So this is what I love to use. And write this down, take a screenshot, whatever you want to do, use all

Speaker D: capitals to say what I do.

Speaker C: And the reason I like all capitals is when we read on LinkedIn, we go up and down very fast, right? So again, you want to have your text stop the scroll and stand out. You're going to do that with these capital phrases like what we do, where you've seen us, and emojis, you can see the emojis here, uh, that really pop and show, you know, some different things to illustrate people talking, whatever.

Speaker D: But you'll see as you scroll up

Speaker C: and down, a lot of white space and some of these all capital letters. So the first line you want to say what I do, or if you're representing a company of what we do. And then I want you to use this kind of fill in the blank template. What I do, I help your target audience, right? Achieve their goal, something they want by providing my product or service. So it's very simple for me. I help small business owners and consultants generate leads on LinkedIn and get quality clients by providing done for you. LinkedIn lead gen.

Speaker A: Right.

Speaker C: Very simple thing. The next part. And again, you can use this template. You can rearrange these, uh, sections depending on what stands out most about you. So for example, if you have a bunch of big name clients, a bunch of accolades, a bunch of media credits, then use that. So for example, on mine, right, I've, you know, been featured in a bunch of big name publications that will resonate with my target audience. So I'm putting that up high where you've seen us or where you've seen me, you know, Business Insider, New York Times, et cetera. Or if you've got great client testimonials, you're going to say what clients say and you're going to put those up high. Now it depends on your business and what makes you unique, different and better. So again with Katherine, she didn't necessarily have a bunch of big name clients or media accolades. They so we skipped that. But what she did have was something that made her really unique. So again, this is a fill in the blank. What makes me unique? You explain that. She said, I've got big firm experience working at Deloitte and Duke Energy, which, you know, obviously huge companies, especially in the South. She lives, uh, in North Carolina. So everyone knows obviously Deloitte is, you know, international, but Duke Energy is big there where I implemented projects that saved the company $300 million. Okay. Oh, wow. So. So at a very big level, you know, she worked on projects that saved, you know, big companies hundreds of millions of dollars. I've even taught accounting, um, at the college level and I have a CPA and a master's. So right there you're saying that makes her different than a lot of everyday accountants as she's worked for these big companies. So again, what makes you unique, different and better? And then we talked about the story, industry experience. And again, notice the unique kind of construction themed emojis to help visually have it pop. And again, you tell the story. Grew up on the contractor sites as a result. Why does this matter? I really have expertise around the unique industry challenges. So some of the other elements that you can put into your profile. Let's keep going where you've seen my work. So if you have big name clients, you can list them out and use unique emojis. Uh, you can also talk about what makes you unique, which we talked about there. Again, I'm using examples here, services I provide. So I like listing out the services you provide again as a bullet list. And these are services that your clients are interested in. So again, maybe if you're in accounting and cpa. You can say these things. Accounts payable and receivable, cash flow analysis, financial reviews, whatever. For Catherine, we did it very construction themed, right? So construction, accounting, bookkeeping, construction cost control and job costing. You know, what your clients are looking for in terms of services. You can put it in there. So we worked all that into her profile because, because one of the core things on LinkedIn is of course, we've got to humanize you. What can we do with you? Your real life story, your real life Persona, your real life communication style. How can we bring that through in

Speaker D: your profile and also, you know, appeal

Speaker C: to niche audiences, explain what it is the services you provide, you know, talk about what makes you unique or different, uh, the industry expertise. So we do all of this. This is all customized, right? And again, we really are careful about it. We interview you, we do a deep dive, and then that next phase is we write all the scripts, right? So for Catherine, we really came up with custom invite messages. Custom one on one messages. Again, taking her story in, right? Talking about growing up in the industry, building some instant rapport, um, having a simple call to action, telling a fun story about how she was at the University of North Carolina and at the same time as an NBA basketball star, James Worthy, and how they're both like in the Mathematics hall of fame, right? So like, just incredible stuff here. Um, and again, it's all custom and that's really the key. So we do these messages, create it all. Um, so we've got your profile all set up and written and optimized and personalized. We've got all these messages done. Then we go in, of course, and we do all the prospecting. So we use LinkedIn search and sales Navigator in particular. We find all your ideal prospects and then we go in and we actually start prospecting for you again. You don't have to do anything. All you're going to have to do, this should be your favorite part, is look at this sheet, right? Lead, lead, lead, lead. Like, this is what Catherine's, um, to do list look like for us. So you can see here, let me highlight this. This is in Basecamp, our project management software. Everything is just lead, lead, lead, lead, lead. So she would just be talking to all these individuals, um, that were interested. Okay, so with all that said, I want you to hear from Kathryn, in her own words, what her experience has been like with Nemo Media Group.

Speaker B: Hello, this is Kathryn Bishop with BlackBerry Accounting. I wanted to take just a second to tell you what my experiences were with John Nemo of Nemo Marketing. I've been a CPA for over 20 years. I had plenty of education and experience to run my own firm, but I didn't have clients. I, uh, knew that I'd had a LinkedIn account. I used it mostly to keep up with old colleagues. Never really thought of it as a marketing tool. I ran across LinkedIn riches and it really just seemed to make sense. Then I went to a couple of John's seminars and I ended up going with a done for you package because I had, at this point, I'd been to many marketing seminars. I'm not a marketer. No amount of training is going to make me a marketer. I'm really just, I'm an accountant. That's what I do. That's really what I wanted to do. So when I went to work with John, I wasn't really quite sure how, what results I would have. And it has been phenomenal. It's been a real game changer. Before I started working with John, I had considered the possibility that I might need to go back into teaching part time just to supplement my income. But since I've been working with him, uh, the business is flourishing. I've been able to connect with the kind of clients that I want and everything has been going very well. It is absolutely something that I recommend and would do again.

Speaker D: So to really help summarize what worked

Speaker C: so well for Katherine, I want to walk you through the specific steps that we take to generate NonStop leads on

Speaker D: LinkedIn for our clients.

Speaker C: The first step is obviously what we

Speaker D: walk through in detail. Creating a client attracting LinkedIn profile, which we really focused on here with Kathryn's story next up. Obviously we're going to leverage LinkedIn to build all these lists of your ideal prospects. So in Catherine's case it was, you know, home builders, construction owners. It's very easy to find those ideal lists and not waste time talking to people that aren't qualified. If you build the right types of prospect lists, um, on LinkedIn. Next, creating just a little bit of content to really help people get to know like, and trust you to get

Speaker C: to hear more of your story like

Speaker D: we did with Catherine. The fourth step is obviously the engagement, right? I call it digital door knocking, where we're literally reaching out to, you know, up to 2 to 300 of radio prospects every day on LinkedIn, starting these one on one conversations, offering some content, demonstrating some expertise. And then when people start responding, we track and nurture every single conversation so we know down to the date, you know, when someone responded, what they said, what they were interested in, what the next step is so we don't lose any leads. And then obviously the final step is once we've qualified those leads, then we're going to book them on your calendar. And that's the exact approach that we took with Katherine that works so well. Now, if you want to learn more about this, if you want to see if this might be a fit for you to partner with us, just go to nemomediagroup.com if you're not there already, just click the orange button, get leads. Now, what that's going to do is actually just open up a short form. It literally takes about 60 seconds. Um, just answer a few simple questions. We'll be able to tell you pretty quickly based on who you are, what your business does, what kind of niche you're in, if LinkedIn is a good fit for you, if, uh, it makes sense to learn more. And regardless, we'll send you some of our best free tips or thoughts or ideas because we would love to be helpful. Uh, regardless, I want you to get fired up. I want you to see what is possible on LinkedIn through Katherine's story. Understanding these steps and understanding all the success. Right? This is the greatest problem ever. Too many clients, right? And we've got so many stories like this from so many different clients, clients.

Speaker C: So I hope you find this helpful.

Speaker D: I hope you fired up and we'll talk more with you soon.