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11 LinkedIn Summary Examples: How to Create High Converting LinkedIn Profile Pages

11 LinkedIn Summary Examples: How to Create High Converting LinkedIn Profile Pages

When you are new to LinkedIn or have been engaging on the platform for a while without results, it’s easy to think the platform is not a good fit for marketing your business.

But let’s stop and think for a while.

Your LinkedIn profile is your identity on LinkedIn. If you need leads, job offers or partnerships, you need to have a stellar profile that clearly communicates who you are and what you offer.

What you probably haven’t realized up until today is that your profile may not be optimized for conversions.

During the typical LinkedIn sign up process, users spend less than an hour filling up all the necessary information. Just the required stuff.

But typical LinkedIn profiles don’t portray expertise. They don’t build trust. And a staggering majority of them aren’t optimized for conversions.

Today, we’re going to show you how to optimize your LinkedIn profile for conversions, and we’re going to focus on the ‘sales pitch’- the summary section that’s vital to get leads to reach out to you.

But let’s first take a look at how to optimize the elements on your profile- one by one:

TABLE OF CONTENTS:
1. Use professional images
2. Have an authentic and intriguing tagline
3. Create content that connects with your target audience
4. Include keywords and media
5. Proofread
6. Have a killer summary
7. 15 LinkedIn Summary Examples to Inspire You

1) Use professional images

LinkedIn is a professional platform where prospects look for people to hire or team up with. It’s not Instagram, Facebook or Snapchat where we see all kinds of crazily filtered images.

A lead will first judge you by your profile photo before anything else.

We went into this in epic detail in our guide on LinkedIn background photos.

Typically, you need a professional headshot for your LinkedIn profile image. If this is costly, use a good quality camera to take a beautiful picture that shows exactly how you look like.

Here are a few more things you need to take care of in your photo:

  • Wear a smile. It looks good 🙂
  • Your face should be clearly visible. Don’t be the guy that uploads a photo from his mountain trek with the face hidden in a hoodie
  • Choose a less distracting background-a plain or white background will do just fine. Use Clipping Magic to remove backgrounds.
  • Wear what you usually put on to work
  • Use the Snappr Photo Analyzer to analyze your photo. They give you a ton of suggestions on image contrast and crop positioning. They’ll even analyze your smile 🙂

2) Have an authentic and intriguing tagline

The tagline is that short phrase that appears right below your profile image. You need to be able to sound authentic and interesting at the same time.

The way you express yourself in your tagline can tell visitors if you are passionate about your work or not. Hard facts are boring.

Consider these tagline examples:

Sam one:  I’m a technical recruiter with six years of practice. I can help you land opportunities.

Sam two: Technical Recruiter | I help people land their dream opportunities

Now, who would you go for?

Personally I’d go for the second Sam. The first Sam comes off as if he is reading from a script we’ve read before. The second one sounds authentic and like he knows what he’s doing.

3) Create content that connects with your target audience

We’ve driven hundreds of millions of views of LinkedIn content.

It’s the one piece that most marketers and salespeople who try to drive leads on LinkedIn miss- LinkedIn content marketing has a killer ROI. It can get you more attention and leads that most other channels.

Write in an appealing way

This is a mistake many people including high-end marketers, designers and growth hackers tend to forget. Lose the jargon. Empty words and buzzwords don’t make you the best. If anything, they make you just as familiar and predictable as the rest.

The one type of content that working out really well for us and for our clients are personal stories.

Take a look at this one:

The reason why these type of posts work so well is simple- they connect with the audience better. The honesty shows through.

And being vulnerable is not a bad thing, even on a professional network like LinkedIn- it shows your human side.

Also, notice how we space them? It’s a copywriting tactic to build momentum as users read through the post, and this style of writing also makes it super easy to read it on LinkedIn.

4) Include keywords and media

Users actually do use LinkedIn search.

You need to use appropriate keywords that showcase your top skills. For Houston’s profile, the keywords would include content marketer, growth hacker, lead generation, growth hacking agency etc. These phrases will help you gain more exposure in LinkedIn search.

Uploading your media can set you apart from the rest on LinkedIn. So if you have recent videos, articles, eBooks or podcasts, link to them or upload them to your summary section- LinkedIn allows clickable files and links here.

5) Proofread

I know.

This one sounds silly.

But we work with clients and help optimize profiles on a daily basis. You wouldn’t believe the number of silly typos on profile pages. It happens a lot more often than you may think.

Always read through your work and rewrite what needs to be rewritten and fix typos. Silly mistakes can cost you the deal of a lifetime. It always helps to have a second opinion- have a friend read through your profile for you.

And now let’s get to the crux of this guide:

6) Have a killer summary

The LinkedIn summary is a piece of prime land you can’t afford to waste.

You have approximately 2000 characters to tell your future clients who you are, what you do, what you have done, how you can help them, and why you are the best choice.

More importantly, your summary needs to be powerful enough to intrigue visitors while still projecting your personal brand. To save you some time, here is a checklist of all the information that must be present in your LinkedIn summary.

Checklist

  • The company/industry you are currently working with/in
  • Your past workplaces/positions and your achievements
  • Skillsets and service offerrings
  • Education (Imperative if you’re looking to land a job)
  • Contact details
  • Call to action

Unlike a traditional resume where employers expect you to keep personal matters to yourself, the LinkedIn summary section gives you a chance to inject your personality into your resume. You can talk about your hobby, tell a story, or drop a few funny lines.

After you’ve laid down everything, be clear on what you want your readers to do. By that, I mean using a call to action. Ask them to reach out to you for a deal, a free eBook, advice or even a cup of coffee via your contact details.

Notice how Houston’s summary incorporates all of the above elements?

He starts with his contact details, and goes to to detail what we do at BAMF Media, clients we’ve worked with, our extensive list of growth hacking services, and our community.

He then sheds some light on his personal side to add some flair.

We then end it off with links to his call scheduling page and the BAMF website.

Simple. Clear. And effective.

Now let’s take a look at some of the best LinkedIn summaries we’ve come across and crafted for our clients:

15 LinkedIn Summary Examples to Inspire You

  1. Ben Lee

Ben’s summary is a stellar example of how storytelling can be used to establish trust and thought leadership.

In a few short lines, we’re able to clearly convey Ben’s expertise in building businesses, and his service offering- building great digital products that succeed.

With the list of achievements and press coverage he received, we also establish Ben as a major player in the space, and someone worth connecting with.

Of course, it pays to be as exhaustive as possible, but it’s better if you can say a lot in a few words. Most people don’t want to read lengthy descriptions.

He also lists out his significant achievements in the tagline just to provide a glimpse of what he is capable of.

A true inspiration, that is why he is the first on my list!

2. Sabir Semerkant

Sabir is a zealous e-commerce growth hacker with vast array of skills under his belt. His background image may not be that optimized (at least according to me), but he got the rest right.

His tagline is really gripping, and you can see from the screenshot above how he uses stellar copy in his summary to grab visitor attention.

Rather than just mention his service offering, which is helping ecommerce businesses grow, he cites real examples of growth he achieved for his clients. This is an excellent way to appeal to clients who have very little faith.

When you have so many special skills that you wish to be known or considered for, the tagline may be limiting. You could list them out in the summary section as Sabir does. This way, you won’t miss out on some opportunities, and at the same time optimize your profile for search.H

3. Jenny Foss

We are going to learn one crucial thing from Jenny Foss-using a personable tone.

If you look at Jenny’s summary, you’ll notice that her summary is short and clean-clearly communicating what she does, with a touch of humour here and there.

Rather than narrate her entire professional life, she briefly talks about the essential things and finishes up with her contact details.

It’s important to avoid boring details and keep your summary short. People have short attention spans. They click, scroll and move on. So it’s good to get your point across as quickly as possible.

4. Melissa Williams

There are two things I love about Melissa’s summary- clarity and simplicity.

Often, you don’t need to drop big name clients you’ve worked with or achievements you’ve bagged. All you need to do is clearly communicate what you offer, who you typically work with, and how your services are helpful.

She also remains authentic in her summary by using the first person rather than third.

5. Robbie Abed

You know you are a skilled marketer when people can’t resist to read your stories and publications. Robbie Knows the importance of a good first impression, and that is why his summary rocks.

He keeps things interesting by narrating his professional life in a way that weaves together facts, stories, and anecdotes. He has also managed to exclude overused LinkedIn buzzwords- something that plagues a lot of summaries.

6. Jonah Silberg

Jonah’s profile is one of the unusual types. Like I mentioned before, people have the attention span of a goldfish and it’s ideal that you feed them interesting bites about yourself that they’re likely to remember.

This chap’s summary ends in the second line. Super crazy, don’t you think?

But you can’t sell yourself well in two sentences, and Jonah knows that.

That’s why he went further to finish his summary in a 37-second video. Pretty amazing if you’d ask me. Additionally, this is a subtle way to showcase his video skills, which is his service offering.

Jonah sprinkled some fun facts in his summary- ‘Kosher caterer’, ‘son of a beverage distributor’ etc, and in the video he actually shows us the pic of his father and someone else who resembles his dad.

Just to remind you, the point here is to remember to have fun while writing your summary, and get your profile visitors to remember you.

7. Muhammad Niaz

Muhammad understands how vital storytelling can be in moving a brand’s influence to the next level.

He starts his summary by telling us a little about his experience of climbing Mt Everest. Literally. And towards the end of the first paragraph, he drops the essence of the story-perseverance.

He says he doesn’t believe in quitting and will always push through the hardest conditions to deliver what’s required. This technique of integrating your life story into your summary can separate you from a pool of many commoners.

Don’t go overboard though, as people might mistake your pitch for bragging.

If you still need to understand more about how the story technique works, check out Brian Massey’s profile.

8. Micah Day

When you are writing a LinkedIn summary, you need to give a 360 degree view of yourself, your role and your company. There is power in being as comprehensive as possible (just as long as you can keep readers hooked).

Micah does that excellently.

She mentions her role, what it entails, and why it matters.

She doesn’t just mention her position- she passionately describes it and gives reasons why she is proud of what she does.

You see- when you brag a little about your abilities and exude passion, people naturally feel attracted, and since Micah is into hiring, I bet that the summary is driving her applications.

9. Jeff Molander

Jeff knows he is on LinkedIn to sell himself and his company.

Right off the bat, he starts to tell his readers that he knows the sales tactics that are working currently. Without wasting more space, he drops some of the services he sells and backs them up with his previous work experience.

At the end of his summary, Jeff doesn’t leave anything to chance; rather he goes ahead to invite his readers to contact him via the contact details on the page.

Jeff’s summary is a great example of a clearly communicated service offering leading to a clear and compelling CTA.

10. Ryan Holmes

Ryan is the founder of Hootsuite- a social media management platform. He also happens to be a top influencer on both LinkedIn and Facebook.

Can’t help but say it- I love the cover image.

He clearly communicates what he does through his ventures- his company, his investment firm, and his books, and shows that he’s a value-driven entrepreneur- someone worth following.

11. Maurice Piggue


For the job seekers ou there, Maurice’s profile is a shining example.

Maurice has done an excellent job of making his summary as exhaustive as possible while keeping it neat (I would have liked more spacing though).

When you’re looking for a job, you need to detail what you’re good at and what you’ve been good at something that Maurice has done very well.

Listen; you can be an acclaimed scriptwriter, a keen blogger or a top-end graphic designer but without showing off your recent publications or designs, you won’t stand a chance.

Prospective employers will want to peruse through your samples or past work experiences before initiating a conversation or presenting an offer. So it’s imperative that you clearly detail them.

The Bottom line

Attractive LinkedIn summaries and well optimized profiles are a requisite if you’re looking to drive leads or connections on LinkedIn.

You need to make a great first impression and make prospects prefer you over millions of other experts on LinkedIn.

If your Linkedin profile lacks luster or hasn’t captured any leads, you need to a complete makeover. We’ve provided you with valuable insights on what you need to do and have covered some LinkedIn summary examples that we love, so that you can emulate them.

As I wrap up the curtains, here is a little reminder:

Strive to make your summary irresistible to leads or recruiters or whoever you’re targeting.

And that’s not hard.

You just need to be authentic, exude passion about your abilities, tell your story, list out your accomplishments, use calls-to-action and use professional images.

Conquering LinkedIn isn’t difficult and optimizing your LinkedIn profile is the first step.

Toodles!

Learn To Craft Attention Grabbing LinkedIn Profiles (With Examples)

Learn To Craft Attention Grabbing LinkedIn Profiles (With Examples)

It’s in the best interest of any brand to be seen by a large number of people.

The best way to get noticed online is through social media platforms such as Facebook, Twitter, and LinkedIn. The latter is ideal in exposing one’s brand to like-minded game players.

Why LinkedIn when Facebook and Instagram have a massive number of users? Because it’s the biggest social media platform that fosters business interactions.

Through LinkedIn, you can take your brand to a whole new level by showing potential clients and investors who you really are and what you sell.

So before you drop the question of whether LinkedIn lead generation is worth it or not, let’s take a look through some stats.

LinkedIn has over 575 million users, and more than 260 million of them are MAUs (or monthly active users).

Now, imagine what you can achieve by tapping into just a few million of those active users – massive business traction, leads, partnerships – you name it.

TABLE OF CONTENTS:
An Overview of LinkedIn Lead Generation

How To Create A Supercharged LinkedIn profile
How to Optimize Your LinkedIn Background Photo

An Overview of LinkedIn Lead Generation

Unlike Facebook, Twitter, and Instagram, LinkedIn gives you plenty of room to express yourself.

This means the profile section is your sales page, and this is where you get to tell your visitors who you are, what you sell, and why they should consider you over other competitors.

And here’s something you don’t know:

Even though setting up a LinkedIn profile is so straightforward, many people shoot themselves in the foot by rushing through the process.

You need to have a high-quality LinkedIn background photo and profile image, a well-optimized tagline, and a kickass summary that tells your story in an inspiring way.

These are the elements that anyone who lands on your profile notices in the first few seconds.

You are your brand, and therefore your profile must reflect well on your business.

Now, when a prospect visits your profile, they will use the information you have provided to discern whether you or your company could be beneficial to their endeavours.

If your profile doesn’t feed them with sufficient info, they will look elsewhere, and you or your decision maker will have lost a valuable lead.

Now that you understand the importance of personal branding on LinkedIn, and before we take a look at some killer background photo examples, let’s dig in further and look at how you can create a killer LinkedIn profile.

How To Create A Supercharged LinkedIn profile

To be the best, you first have to learn from the best.

In this section, you’ll learn how to create an impressive profile, and we’ll use Houston’s (our head of everything) profile as an example.

  • Have a professional profile picture

We’ve said it a hundred times before and will say it again: if you don’t have an attractive profile image, all that brand building on LinkedIn won’t amount to much.

Ideally, smile to look friendly and approachable. Do not be nerdy or creative about this. If you have branded t-shirts that represent your company, take the picture with them.

Here are some good examples of professional headshots:

Let’s take a look at Houston’s profile image:

Notice how we’ve used all the elements we talked about?

Looks approachable, cute (that’s Milo by the way) and branded with the BAMF Tshirt.

SInce the profile image is one of the first elements that prospects notice on your profile, let’s take a look at how we can edit your profile image to be the best:

Let’s take a real LinkedIn profile for example:

  1. Analyse your photo using Snappr:

Snappr uses image recognition and machine learning technologies, to determine how well your photo will perform.

Let’s analyse Curtis’s profile image using Snappr:

Snappr rates the photo at 72, and gives us a bunch of suggestions on how to better optimize the face in the image:

Then they give us a bunch of suggestions on optimizing the overall composition, and how to make the image look better by zooming, and position the crop better:

They also give you ideas on other elements like brightness, contrast, sharpness, saturation and color gradient.

  1. Remove unwanted backgrounds using Clipping Magic:

Often having backgrounds can make your face looks less pronounced in profile images.

Clipping Magic is a super simple tool that allows you to remove backgrounds from images. And it works like a charm:

  • Optimize your tagline/bio

The tagline is a string of words that show up right below your name.

When you send someone a connection request, this is the first thing they notice, and it will decide whether your request will be accepted or rejected.

A catchy tagline easily piques the interest of anyone.

This means you’ll have higher acceptance rates. You need to put some thought into this.

What should I put in my Linkedin bio?

Your title (CEO, Author, Founder, etc.), what you do (growth hacker, marketer, recruiter or consultant) and any tangible achievement. You could also talk about  paid placements, but not too much.

The bio section receives a lot of exposure, and that is why you need to come straight about what you do, your achievements and the company you represent. Check the examples below for motivation:

  • Write a heavily-detailed summary

This section is effectively your sales pitch. Carefully crafted summaries can get you lots of leads. People will read your summary to find out if you are the person they’re looking for.

List out what you offer, what you’ve achieved in the past, and how they can reach out.

Go as deep as you can but stay relevant and do not sound boring. At the end of your summary, upload a few samples of your work to prove your expertise. Houston’s summary is an excellent example:

Here’s a concise summary of what should be included in the summary:

  • What does your company do?
  • And what services do you offer?
  • What campaigns or projects have you been a part of?
  • How can prospects contact you?
  • What are your special interests (shed some light on your personal side)?
  • Do you have some tangible achievements worth showing off?
  • Link to case studies/portfolio pieces that showcase your past work (We prefer to link to a meeting booking link and the website/case study)

Do ensure that you do not pitch stories, products, or people. But you can mention featured stories, product reviews, or testimonials.

Now, let’s move on to some other profile elements that you need to optimize.

  • Your profile URL

There is no need for your profile to include unnecessary numbers in them.

Linkedin gives you an option to edit your URL so that it just ends in either your name or that of your company. Another thing that you’ve got to keep in mind is that you use backlinks and SEO while formulating your URL.   Here are some examples of good-looking profile links:

https://www.linkedin.com/in/houstongolden/

If you click on your profile, you will see a section where you can tweak your URL :

  • Education and Experience details

Your experience section is yet another section on your LinkedIn profile that you can use to build trust and showcase expertise.

Make sure you mention only the institutions that have a logo. For those without one, you either need to add a logo or do away with the company/institution. People tend to subconsciously think that companies without logos aren’t good enough. Also, keep in mind that it shouldn’t have a salesy pitch.

LinkedIn also allows you to mention some of your top skills.

While it is okay to mention as many as possible, just provide a few that you would like to rank for (like growth hacking, lead generation, marketing etc; in Houston’s case)

You’ve just learned how to spruce up your LinkedIn profile to impress potential clients.

Now let’s take a look at one of the most important and noticeable elements on your profile – your cover image or background photo.

How to Optimize Your LinkedIn Background Photo

Like Facebook, Linkedin to gives you an option to have both a profile photo and a cover image.

It’s surprising how many people leave that space unused, and the ones that use it aren’t exploiting it fully.

The key is to project thought leadership and associate yourself with prominent brands that build trust.

You can use your background photo to show yourself in action. You could be delivering a speech or discussing something with a group of people. Some people use a group photo that they took with a celebrity or an influencer within their niches – a strategy we’ve used to build trust.

If you run a company, then you definitely have a staff that needs to be seen.

Upload a picture that shows all of you smiling while wearing branded T-shirts. Such an image shows your clients that you’re a team player and that there are adequate hands to handle work in your organization.

If you don’t have any of these, you can use Canva or Designbold.com to come up with impressive custom images that perhaps display your logo, mantra or the services you offer.

Here are some good examples of cover images for your inspiration:

Now let’s take a look at some killer Linkedin background photo examples and how they work with the overall profile to communicate a consistent brand message and portray thought leadership:

1. Houston Golden

Houston’s cover photo is super professional and contains all the elements of a superbly optimized profile image.

The BAMF team can be seen in the cover photo wearing branded Tshirts (We have a badass team 🙂 ). The tagline below his photo clearly states his position at BAMF, what he does, and his string of accomplishments. The summary further below contains his contact information and expounds further on our mission and the companies we’ve worked with.

2. Carla Johnson

Carla is a keynote speaker, author and storyteller. She uses a high-quality, professional profile picture that displays a warm, and inviting smile.

All her professional information can be seen in the tagline while the background shot shows a picture of her in action at a gathering – where she’s speaking – ties into what her offering is – she’s a keynote speaker. Also, Carla used the summary section to succinctly sum up how she can help various businesses utilize the power of storytelling to drive up sales.

3. Jason Keath

As a social media marketer, Jason obviously understands the importance of LinkedIn in gathering leads.

The profile photo gives a nice close-up view while the background one shows him delivering a speech at the Social Fresh conference. His tagline is pretty short (CEO, Social Fresh) but in the summary section, he comprehensively talks about all his services, contact information and his other social media handles.

4. Neil Patel

When you are famous like Neil, you probably would still get clients even if your LinkedIn is inadequately optimized.

However, he has a fine-tuned LinkedIn profile.

Neil’s LinkedIn background photo is extremely clear and taken on a plain background.

Notice how the profile image and over image work well with each other?

Neil starts to sell right from his background image. And the call to action “Want more traffic” stands out so well that you can’t miss it.

He goes ahead to list his main services in the very cover image! This chap really knows how to use LinkedIn’s prime real estate – the cover photo.

5. Andrea Jones

You gotta love Andrea’s profile. She’s got a complete Linkedin profile that is well optimized with a magnificent profile and cover photo. Notice how she boldly displays her services on her background photo?

In the summary section, she lists out all her services and backs them up with links to her previous achievements.

But that’s not all. There is something Andrea has included on her profile that others haven’t – customer testimonials. She literally copy-pasted several of them on her profile with client credentials.

This is a great way to boost the confidence of anyone reading your profile. You should look into this underutilized tactic.

12 LinkedIn Background Photo Examples: How to Craft Attention Grabbing LinkedIn Profiles

6. Marcus Sheridan

Thumbs up to whoever took Marcus’s cover image. It’s awesome because he was caught right in the middle of the action. And the smiles on his audience’s faces can tell you that this guy has a good sense of humour and that he’s providing value.

Rather than sell directly in the summary section through calls-to-action, Marcus takes a different turn by simply talking about his greatest achievements as recorded by top platforms like Forbes and Mashable.

You can adopt this approach if you have a glamorous track record and solid PR coverage.

7. Mari Smith

One of the core features of personal branding is to tell a story and Mari Smith does just that in her summary section.

While others stick to a reporting voice, Mari speaks directly to you as her audience. She narrates her journey on how she transformed herself from a shy child to becoming one of the best public speakers.

Apart from her spellbinding story, Mari’s profile photos seem to match colours in an interesting way.

She is wearing blue in both pictures, and surprisingly the background in the cover photo is also blue. And no – it’s no coincidence. The colour blue portrays trust and dependability.

And the consistency makes her profile stand out from the rest.

8. Goldie Chan

Goldie is a personal branding expert with a knack for social media, storytelling, and LinkedIn videos. Given her professionalism, you would expect her profile to serve as the finest example, and yes – it does.

Her LinkedIn background photo is a perfect example of minimalism. It’s just a photo of her edited image and her achievements as one of the LinkedIn top voices in 2018. She does highlight more of her accomplishments in the tagline and summary.

The best part about her profile is that for every experience she listed out she went ahead to mention her duties and appended evidence of her work.

9. Neal Schaffer

Neal’s profile is a good example of exhaustiveness.

He uses LinkedIn’s tagline and summary to explain to prospects what he does and why he could be their best pick.

His cover and profile photos already meet the recommended standards. He boldly outlines what he does in the background image – and it’s very noticeable.

10. Schneider Electric

Schneider

Schneider is a great example of a company that uses excellent background images.

What kind of background photo do you need to have on a company profile?

You can do it their way!

This brand was among the top ten companies on LinkedIn in 2017 for a reason.

First, they don’t use edited stock photos like most brands do because that’s being super unoriginal. Instead, they used a background photo with the word “Go Green” in it with a few individuals smiling because the world is becoming safe thanks to their reliable energy management services.

11. Nike

It’s easy to think Nike has a massive influence on LinkedIn because of their worldwide fame but that’s not it.

Their cover image is simple, succinct and clear – style, sports, and fashion. 

12. Bill Gates

I’m not sure if you’ve noticed, but Bill Gates’ profile is a perfect example of how an Influencer’s LinkedIn profile should look like.

His main focus at the moment is the Bill and Melinda Gates Foundation, one of the largest philanthropic and charitable organizations in the world. From scientific research to medicine and charitable work in third world countries, they’re into a lot of stuff.

How best to depict this than through a collage?

Phew – that was a lot – wasn’t it?

In the end, LinkedIn presents an unfair advantage if you’re targeting businesses. It’s the largest professional social network in the world, and the ROI for marketing on LinkedIn is several times higher than those on other networks.

Whether you represent yourself or a company, LinkedIn remains to be the best platform to use for personal branding.

With over 200 million active users, you can drive a plethora of leads.

However, for that to happen, you must breathe life into your profile so your potential clients don’t pick your competitors over you.

How Grammarly Flipped its Funnel to Raise 110 Million Dollars

How Grammarly Flipped its Funnel to Raise 110 Million Dollars

Grammarly built a 100-million-dollar company with a Chrome extension.

If you go to their website, you can’t find the product.

They’re not expecting you to buy right then.

Instead, they want you to adopt.

And they’re using a freemium Chrome extension model to make this a reality.

As a result, they have 7 million daily users.

When the co-founders built out Grammarly, they had no intention to start freemium.

They sold to universities because as the co-founder, Alex Schevchenko explains, “We still had many friends at the universities. Unlike Ukrainian [educational institutions], western educational institutions are open to new technologies.”

It was a starting point.

Grammarly 2008-2009:

The original, bare-bones Grammarly product was simply a WYSIWYG editor that you could copy and paste text into.

2010: As Grammarly grew its user base, it focused on students and education on its landing page. At the time, Grammarly had over 150,000 registered students.

Year after year, Grammarly doubled key metrics like users and revenue.

This year, it raised money for the first time—a $110 million investment led by General Catalyst.

The difference?

It hit the consumer market – then exploded.

By hitting the consumer market, it took advantage of what their competitors lack. Microsoft Word and Google Docs have spellcheckers, but Grammarly is far superior. Moreover, Google Docs and Word are constrained to their platform.

The Grammarly Chrome extension worked everywhere – email and any social media status.

It’s directly in line with their mission statement, “Grammarly’s website states: “Our mission is to help everyone succeed through better communication.”

If you want help everyone, then you have to play ball on their court.

That means helping them write better wherever they are online.

All of this sounds nice, but it doesn’t work unless you have a high-level marketing strategy to back it up.

Grammarly knew that.

They also knew that the most long-term profitable strategy is SEO.

They invested early.

And it paid off.

How Grammarly Dominated with SEO

Close to 28% of Grammarly’s traffic comes from organic traffic and referrals.

With close to 40 million visits/month in total – you’re talking about a lot of traffic.

The top referrals are not coming from publications, but other grammar tools.

These fix-it grammar tools are directly related to Grammarly’s product. This is the top referring tool below. When you click on Deep Check, it takes you to Grammarly’s website.

Grammarly pays a commission to Grammarcheck for every user that comes through their website and subscribes, making the deal interesting for all parties:

  • Users receive a 20% discount
  • Grammarcheck gets a commission
  • Grammarly gets more traffic and more sales

Wordcounter.net uses the exact same strategy, as seen below

SmallSEOTools and Spellchecker.net use a slightly different strategy, showing a pop up when trying to leave the page instead of a banner.

Citethisforme.com uses yet another strategy, called “placements”.

As an online writing tool looking very similar to Microsoft Word, some of the buttons in the tool bar are actually hidden links.

Altogether, these referrals bring in over 3 million website visitors every month, so these strategies seem to be working well for Grammarly.

How much effort does it take to create an organic traffic strategy that sends millions of people to your website every week?

The website ranks for 250k keywords on the US market (32k in Australia), with over 19k of those ranking in position 1-3. That’s how much effort.

To back up the number, their blog has over 2,000 blog posts.

All of these posts are targeting specific subjects, from workplace writing tips to words for describing Thanksgiving Dinner.

Grammarly knows people have issues with these misspellings, so they have created specific articles for them on their blog.

Here are some of the headlines for the articles related to our high-Search Volume keywords.

Okay, so you have your answer. You didn’t really care if you received this answer from Grammarly or anyone else. But Grammarly does, and here’s why:

When you land on its website for the first time through a non-branded organic search result, Grammarly gains 2 things:

  • You are now aware of the existence of Grammarly
  • You now have a cookie placed on you, which allows Grammarly to retarget you with advertising

BACKLINK PROFILE

The Grammarly website has a constantly growing Referring domains count, with a huge total of 6.43k referring domains and 80k backlinks. But the company has another advantage over other online businesses.

Grammarly has the ability to draw a large number of .edu links, which are very coveted in the online marketing world, as they have proven to increase website authority more than traditional .com websites.

The achieved this due to the nature of the business, Grammarly has the opportunity to appear on school websites, who recommend their students to use Grammarly to improve their writing.

The schools have most likely not done this by accident, as Grammarly has contacted institutions across the US and the world to promote their useful tool to students. Some of those schools appear on the website.

The 14 .gov backlinks are also providing powerful juice to their rankings. These links are very hard to get as not many government websites will link to outside sources. However, grammar checking is important for them, too.

But what’s also important in the authority of a website is the distribution of anchor text for these backlinks.

Let’s break it down.

How Grammarly Crushed Their Website Funnel

How Grammarly Ceated a

As I mentioned in the intro of this article, Grammarly is ranking for an insane amount of 250k keywords on the US market. As you can see above, they’re even ranking for 32k keywords on the Australian market.

In the US, Grammarly ranks #1 for keywords such as “nevermind” (90,500 Search Volume), “cancelled” (also 90,500 Search Volume), “oxford comma” (74,000 Search Volume) “ax” (60,500 Search Volume or “what is a metaphor” (40,500 Search Volume).

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How Did We Launch, Design, and Automate an Elite Membership for Founders?

How Did We Launch, Design, and Automate an Elite Membership for Founders?

In the last month, we drove 30,000 visitors to my personal website and BAMF Media. Yes, it happened because we did something different, we offered membership.

Five hundred visits came from ads.

29,500 came from social selling.

What is social selling?

It’s using social media to build relationships with your prospects.

And it’s the foundation of our membership.

We wanted CEOs, founders, and C-level executives to use social selling to grow their personal brand and generate leads.

In the last year, I used social selling to hit 35 million views on my work and help make over a million-dollars in sales.

A little over twelve months ago, I started from scratch.

Zero followers.

Now I’m hitting record highs in engagement and generating hundreds of leads every month for our membership.

Here are the exact steps I used to make it happen (feel free to copy and repeat):

Step 1: Create a Landing Page that Converts

I needed a landing page that sold the membership well.

Rather than re-invent the wheel, I copied a similar landing page to what I’ve used for previous companies with subscription memberships.

This page is gold.

It includes testimonials, logos, and community pictures.

Instead of allowing people to buy right here, we have them fill out a JotForm.

We need to qualify people who apply because most can’t afford the membership at $1,500/month.

Moreover, at $1,500/month they expect to talk to someone before they purchase.

2. Qualify Your Applicants

Using Typeform, we ask a number of questions which can disqualify the applicant:

  1. What’s your LinkedIn profile URL?
  2. Why do you want to join?
  3. What’s your budget?

The faster we disqualify candidates, the faster we’ll get in touch with the people who will convert.

For example, if they put a “1” as their budget – they’re disqualified. We’re still figuring out a separate funnel for these low-quality leads because they make up eighty percent of the applicants we receive.

When the applicants finish the form, we get their details sent to a Google Sheet and my email.

Here’s an example of a lead details in an automated email I’d receive:

From here, I can dive into their LinkedIn profile to see if they’re worth a phone call.

The best part: I don’t do any of the qualification.

I label each lead email under Leads.

This way, I can have my assistant open my inbox, qualify the leads, and add them to a follow-up sequence.

All I need to do is show up for the phone call.

3. Use a CRM That Automates Your Workflow

Most CRMs can help you, but not all are meant for what you sell. For a reoccurring membership, I needed something simple with heavy automation.

I started with Google Sheets + Zapier, then upgraded to Pipedrive.

But I didn’t like my experience with Pipedrive, so I settled on PropellerCRM.

It has Mixmax-like features with sequences, a Trello board-like feel for keeping track of leads, and a sweet Chrome extension. The Chrome extension pops this image up right next to my emails. This allows me to fill out the lead’s details while adding them right to a follow-up sequence and into my CRM.

Here are the screenshots:

In one click, they’ve been added to follow-up sequence. The follow-up sequence depends on what level of budget they have and their title. This enables us to cater directly to them with personalized copy.

Here’s what the PropellerCRM board looks like:

It only takes a few minutes to get up and running with this software.

We make the follow-ups simple, mostly text-based, and straight to the point. As such, we haven’t done a ton of A/B testing with these email templates, but so far they’re crushing it for us with a 70% schedule rate.

When they’re ready to start the membership, we send them a Docusign template along with a proposal to fill out their credit card details. We’d rather have them fill out their account details because Quickbooks no longer takes a processing fee when it’s an account transfer. The issue is when we ask for bank account details (Routing # & Account #), we lose up to twenty percent of our prospects. Ouch.

4. Know Where Your Leads are Coming From

If you don’t know where your leads are coming from, then you have a serious issue. You can’t double down on what works. You’ll waste countless hours on the wrong channels.

We launched the membership using Facebook traffic. As we’ve grown, we’ve tested new channels. Most of our leads now come from LinkedIn. We found this out with one simple Typeform question. As a result, we’ve doubled down on LinkedIn with content and automation.

Because LinkedIn works well for driving traffic and leads, we focused on how to do this at scale. There are two areas where prospects will find you using LinkedIn:

1: Your LinkedIn Company Landing Page

We optimized our company page to express the services and benefits we offer people when we work with us. Most importantly, we make it mobile friendly. We’re not trying to include our entire story – only the pieces that will help make the sale.

To get people to visit this, we create non-stop viral posts tagging our company page:

These statuses can drive upwards to thirty thousand visitors every month.

And we do this on repeat – that’s powerful.

2: Your LinkedIn Published Posts

LinkedIn loves how-to content.

And they love story-oriented content about the workplace.

With how-to content, I always leave the second half of the article on my website.

In this case, I wrote an article with eleven tips to gain a following on LinkedIn. I included the first five in the piece, then had a link to view the last six on my blog. This way I can capture my readers in a Facebook re-marketing audience to run ads to them.

This piece drove almost five hundred visitors to my website over the span of a week.

Now I upload an article like this one every week to LinkedIn.

5. Automate the Benefits in Your Membership

One of the primary benefits of the membership is we expand Facebook profile networks with targeted people, including CEOs, CMOs, and other C-level executives. We do this because we have one of the largest databases of enriched Facebook URLs (50,0o0+).

It’s expensive to enrich a Facebook URL.

On average, it costs us forty cents.

The result: An entire map of the most powerful people on Facebook.

At first, we used Mass Planner to auto add these people into the participants’ networks. With too many participants, Mass Planner slowed down my computer to a snail’s pace. Moreover, it required constant monitoring along with a new Proxy for each participant.

Here’s what the Facebook Auto-Adder and extractor looks like in Mass Planner:

And here’s where we’d start automating the friend requests:

Here’s the Chrome extension we built to replace Mass Planner. This cost us $500 and saved us countless hours of pain. Totally worth it.

This Chrome extension auto-adds people to your Facebook network based on their profile URLs. We even have a featured exclusive for my co-founder and I that enables us to scrape the entire friend’s list of Facebook users.

Next, we outsource this URL list to a VA who enriches the data, then sends it back to us. We then filter out everyone who’s not a C-level executive or founder.

Once the Facebook automation is running, we set them up with Linked Helper to auto-connect to targeted prospects on LinkedIn at scale. This tool can add 2,000 – 3,000 targeted connections/month.

Once they have Linked Helper running, we help them produce content with viral mechanics. We have more than one hundred viral outlines for them to follow. It’s plug’n’play content.

Before they post their content, they submit it via a Google Doc using a Google Form link I have located in the pinned post. I use Zapier to alert me of the submissions via email. I edit each piece of content before it goes live to ensure it gets engagement.

How well do these posts work?

I helped my co-founder write one and it received over 200,000 views in two days. This was after nine months of not posting anything with only 1,900 connections.

To keep our members concentrated on creating content rather than consuming it in their news feed, we have them eliminate it with a custom Chrome extension. Take a look:

Beautiful.

No distractions – only writing.

Once the viewers begin engaging with the members’ content on LinkedIn and Facebook, we create re-marketing audiences. To do it with Facebook, we created a custom Chrome extension that enables us to pull all the emails of one’s Facebook friends. It syncs with Yahoo because it’s the only email platform that pulls emails from Facebook friends.

We pair this tactic with LinkedIn’s “Getting an archive of your data” feature found in Settings. Now we have emails of all their Facebook and LinkedIn friends. Before we start running ads for them, we ensure they have an optimized landing page to send traffic to.

Because all the members produce engaging content every week for their network, all the re-marketing ads achieve a relevance score of 10/10. This results in less money spent on leads and engagement.

6. Follow Through

To ensure members take full advantage of the benefits, we hold two webinars every week. There’s easy access in the pinned post of the private Facebook Group:

This way we can walk them through any problems or opportunities they have.

For added accountability, we send them an email every Sunday noting their progress in the membership.

7. Become a Lead Machine

We wanted to make it easy to generate leads from engagement. This way participants have an incentive to post more. My co-founder, Houston Golden and our kick-ass developer, Zak, built this Chrome extension that extracts emails and profile data from people who comment or like posts.

It can also scrape entire LinkedIn search queries.

To take it one step further, we added this Chrome extension that auto-connects with personalized messages to people based on their LinkedIn URLs. This helps warm outbound email and generate immediate leads.

None of this would help if we didn’t include copy templates for cold email and LinkedIn messaging.

We can’t put those here because they’re the secret sauce of the membership.

It took us a lot of A/B testing for our own business to find out what works.

Step up to the Plate

All membership communities require some face time from the founder. It’s important you automate and delegate everything you shouldn’t do. This means editing posts, sending emails, and jumping on phone calls to sell prospects. Sometimes it takes three or four people to get an entire membership community automated from lead generation to community engagement.

My question for you:

Why haven’t you automated your lead flow for a membership community?

Mastering LinkedIn for Building Your Network

Mastering LinkedIn for Building Your Network

Why LinkedIn Automation?

Imagine if you viewed 500 targeted profiles/day to encourage people to view yours on LinkedIn.

And what if you could be hyper-specific with targeting enabling you only to interact with employees, customers, and evangelists of competitors?

Without any work, you’d gain new connections, business introductions, and inbound leads. With LinkedIn automation, you can do just that.

Optimizing Your Profile

LinkedIn automation also lets you send messages to recipients at scale. In turn, you can reach thousands of potential prospects with barely touching your keyboard. Before you decide to add LinkedIn automation to your growth list, you must have an optimized profile for responses.

In my profile below, I have a professional headshot balancing a look of intrigue and inspiration, a picture of me speaking, and a headline with three strong titles.

BAMF Mastering LinkedIn for Building Your Network Article Image

Next, I focus on creating an excellent personal summary. It dives into my history of failures and successes.

This helps build emotional rapport with the reader.

I end the intro with a strong call to action to get in touch with me. For example, “Tired of Intercom? Then message me about how I can implement a better CRM system for you with Autopilot.”

Once you have your summary down, you need endorsements. The fastest way to get endorsements is just to ask others. I’d suggest asking two hundred to three hundred people in your network for endorsements. You can send them a message similar to the screenshot on the right.

BAMF Mastering LinkedIn for Building Your Network Article Image

When you’ve optimized your profile, it’s almost time to start automating profile viewing and messaging. To ensure you don’t receive warning messages from LinkedIn because of too much activity, you need to purchase a Sales Navigator account or LinkedIn Recruiter account.

These upgrades will allow you to view hundreds of profiles a day while staying under LinkedIn’s radar.

Automation

Next, download Dux Soup ($15/month) to begin auto-viewing profiles. The paid version has support for Sales Navigator and Recruiter, enables you to download visited profile-data as a CSV, re-visit based on previously downloaded CSV, have unlimited visits/day, and have unlimited tagging.

When you download Dux Soup, click on options to configure your settings as seen on the right-hand side.

BAMF Mastering LinkedIn for Building Your Network Article Image

When you have your desired settings in place, then use your LinkedIn Sales Navigator or Recruiter to conduct a search query. From here, click the Dux Soup Chrome extension to begin extracting data. Keep in mind you can only extract one page (25 results) at a time.

BAMF Mastering LinkedIn for Building Your Network Article Image

If you want to capitalize on more of your existing network, then you’ll get better results with GPZ LinkedIn Tools ($49). GPZ LinkedIn Tools is for automated message sending, auto connecting, and auto viewing.

The interface is very intuitive enabling you to set up a campaign within minutes. In this example, we use the Auto Message Sender campaign.

BAMF Mastering LinkedIn for Building Your Network Article Image

From here, we configure the New Connection Messenger feature to send messages to specific people based on the URL corresponding to an Advanced People Search.

Now, you can send hundreds of messages every day to people in your network. Maybe you’re launching on Product Hunt or holding a conference.

BAMF Mastering LinkedIn for Building Your Network Article Image

Here’s an example message you could send out to get people to attend your event:

[first name],

I want to reach out because we’re connected, and I noticed you work in [i.e. growth marketing] in [i.e. San Francisco]. I thought you could help me for 3 seconds.

I’m excited to announce that the [name of event] in [i.e. San Francisco]. It’s been featured in [i.e. Forbes, Entrepreneur] as the next [i.e. Dreamforce].

The event starts in two days! The speakers include:

  1. [Big name #1]
  2. [Big name #2]
  3. [Big name #3]

Please take 3 seconds to let me know what you think about the [event]:

You can find more details and register here: [landing page URL]


Thank you so much for your time.”

A Few Last Notes

If you have over ten thousand connections, this automated messaging tactic could send over one thousand people to your landing page. And it only takes a minute to start running.

But be careful not to overuse this tactic when asking your connections to take action; otherwise, you’ll come off as a taker. Also, to avoid getting flagged by your recipients, ensure to use personalized copy based on your targeting (i.e. job title, company name, company size, industry experience, location, age, and gender).

 

How to Optimize Your LinkedIn Connections for High Engagement

How to Optimize Your LinkedIn Connections for High Engagement

When I started connecting with prospects on LinkedIn, I ran into a problem.

I had no idea whether they were even active on the platform.

I guessed.

I still got in touch with prospects and kept high engagement on my content, but I knew the results could be better if I connected with only active members.

I took a look at my connections’ activity level which cemented that belief. Notice how only 40 percent or 6,500 people of my entire audience was active in the last thirty days. That means I need to rid of, at least, 1,000 connections. Rough.

The question –

How could I rid of my inactive, low-quality connections at scale?

After playing around with automation, I figured it out.

Here’s the process for the first time:

Step 1: Filter Down

If you have a lot of connections like I do, you want to filter down so you don’t have more than 1,100 people/search. I like to split my search between cities and industries to make it easier.

How it works is at the end of every thirty days, you want to get the profile URLs of everyone who was active. In the search query below that’s 309 people. Now you want to pull the inactive list as well.

How do you pull these lists?

Download the Chrome extension Dux-Soup. Go to your relevant Sales Navigator search query and click Dux-Soup’s option “Scan Profiles.” This will give you their name, company name, city, and Sales Navigator URL.

Once you’re done scanning a particular search, click “Download Data.”

Upload the list of active LinkedIn connections from your search query into a Google Sheet.

Now you want to do the same except with your total list of 1st connections from that search query (not just the people who are active).

Next, combine the first and last name of each data set by using the “=concatenate” formula in cell D2. Double-click the bottom right-hand corner of that cell to have it apply the same formula to all the cells in the column.

Step 2: Discover LinkedIn Profile URLs

Plug the editable version of your Google Sheet URL into the LinkedIn Profile Finder API from Phantombuster, then fill in the appropriate column and CSV title.

Hit Launch.

After it finishes processing the data, you’ll receive a list of LinkedIn URLs to download.

Copy these URLs into the Google Sheet next to your original data set. Don’t worry about missing URLs for active members because we simply need to match up who’s active vs. who’s not. Now we want to upload the list of all the people from the search result (e.g. “all austin founders”) in a new tab on the same Google Sheet.

Step 3: Let’s Clean the Data

We’re almost done.

The final step is to use an index-match formula to apply a “Yes” next to all the active founders in your “all austin founders” tab. The formula looks like this:

=IF(ISNA(INDEX(‘active austin founders.csv’!$A$2:$F$80,MATCH($B2,‘active austin founders.csv’!$B$2:$B$80,0),MATCH(F$1,‘active austin founders.csv’!$A$1:$F$1,0))),“No”,“Yes”)

Here’s the result:

You want to check whether everyone on the “no” list is worth having as a connection. This part takes manual effort, but you can always outsource this process to an assistant.

This is the active list you want to engage with on a regular basis (e.g. LinkedIn messaging, endorsing) because they’re more likely to respond to your content. Now that you have their LinkedIn URL, you can do that, too. Both Phantombuster and Linked Helper have the option to auto-endorse and auto-visit people at scale based on their LinkedIn URLs.

Step 4: Connect with the Right People at Scale

To prevent having to clean up, you can select the active tab in your Sales Navigator Search to only connect with active members at scale using the tool, Linked Helper. If you’ve already gone ahead and connected with LinkedIn members who weren’t on the active tab, then you’ll need to clean up your network first.

You must do regular exports each month to see people who aren’t active for extended periods of time whether several months or even a year. Then you can go through inactive members by the length of time they’ve been inactive and disconnect with them accordingly.

Next Steps

If you want to run a quality LinkedIn profile, it starts with quality connections.

Without quality connections, you can’t foster relationships.

That means no sales, engagement, and followers.

You can have 30,000 connections, but how valuable are those people?

So use this guide as a fresh start to creating a LinkedIn profile of quality, not quantity.

Make sure they can add value to your life.

Or, at least, you can add value to theirs.