I don't track reach and engagement on LinkedIn anymore.
Since the algorithm change in March of this year, they've become futile metrics.
- Reach can be hacked.
- Comments can be AI written.
- Reactions can be driven from a pod.
None of those are accurate indications that your content is actually good or will drive revenue for your business.
I've seen this with my own content this year.
The posts with the most reach and comments = $0 in revenue.
The posts with the worst reach and comments = $1000s in revenue.
And the only indicator that a post will generate revenue:
Saves.
Why Saves is the Best Metric
Selling a high-ticket service requires a high level of trust.
No one is going to impulse buy a $20k strategy, $50k CRM build, $100k IaC fix, or a $200k vacuum pump remanufacture.
Those purchases take trust.
- Trusting you know what you're doing
- Trusting you'll deliver on your promise
- Trusting that you can solve the real problem
And trust is not built with selfies, generic advice, or AI-written content.
It's built with content that actually solves a problem.
And Saves? They show you're starting to build trust.
Think about it.
- No one is going to save sh*tty content.
- Or content that doesn't help them.
- Or content that isn't relevant.
People save content that helps.
And the more of your content they save, the more they start to trust you as an expert.
Create Content that Gets Saved
So, how do you create content that gets saved?
Here's how I keep landing in people's saved folders:
1. Know Your Ideal Customers
Determine who is most likely to buy your high-ticket service.
Skip the customer persona you downloaded from Hubspot and ask yourself these questions:
- Who tends to reach out to you first?
- What problem do they say they have?
- What triggers their need to talk to you?
- What type of solution are they looking for?
- What trends have you noticed (think industry, company size, attributes like no marketing team, revenue levels, etc)
2. Know Their Problems
Get those people on the phone (or Zoom!) and ask them questions like:
- What caused you to realize you were facing a problem?
- What was that problem?
- How did that problem impact you/your company?
- How did that problem make you feel?
- Where did you start looking to find a solution?
- What platforms / influencers do you go to when looking for a solution?
3. Solve Those Problems in Content
Create content that addresses those specific problems.
Here are some of my posts that got a high amount of saves:
A few lessons from these posts that you can implement:
- Create carousels that show people how to do something
- Share videos that teach that foundational principles
- Share unique points of view and methodologies
- Show what you do and how it helps
That's what people are really looking for.
4. Push a Next Step
Give people a clear next step to get more from you.
- Template or framework
- Email newsletter
- Digital product
- Email course
- Main offer
Content itself won't make you money.
It needs to point to something else that either pulls them into your ecosystem or sells your offer.
That doesn't mean every post should sell.
But every post should show them where they can get more from you when they're ready.
Start By Knowing Your Customers
Everything in your business starts by knowing your ideal customers.
The more you know them, the easier it is to create content that gets saved, builds trust, and turns into revenue.
Get to know them on a deeper level with the Ideal Customer Playbook.
This Notion database will help you:
- Define what makes a customer ideal
- Find the channels where they spend their time
- Perform customer interviews
- Map out the customer journey
- Create your customer DNA
- Create a customer profile
- Develop a marketing plan
The best part: add information about your existing clients and it will automatically spit out the buying journey and customer profile for you.
Grab your copy today.
Use Discount Code BRANDSHFT25 to save $100.
It's my gift to you for being an early subscriber to the Brand Shft.
Until next week,
#SassyJason out.
✌🏼
PS. Grab the Ideal Customer Playbook for only $99 with code BRANDSHFT25.
