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How Joe Apfelbaum harnesses High Energy Marketing using LinkedIn Ep. 103
Episode 1039th January 2023 • Fascinating Entrepreneurs • Natasha Miller
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Joe Apfelbaum is the CEO of Ajax Union, a B2B digital marketing agency based in Brooklyn, NY. Joe is a business strategist, marketing expert, and certified Google trainer. Joe is the author of his new book, High Energy Networking, How to get anything you want in business and in life by building meaningful relationships. When he is not Mojovating entrepreneurs at events and on LinkedIn he enjoys his time in Brooklyn with his 5 kids.

Where to find Joe Apfelbaum

Website: www.ajaxunion.com

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Transcripts

Joe Apfelbaum:

So if I was gonna invest my time in learning how to use a platform,

Joe Apfelbaum:

even if I'm gonna spend 15 minutes a day on LinkedIn, I'm gonna get an ROI.

Joe Apfelbaum:

I generate millions of dollars a year from LinkedIn for myself, and now

Joe Apfelbaum:

I've trained over a thousand companies on how to leverage LinkedIn as well.

Natasha Miller:

Welcome to FASCINATING ENTREPRENEURS.

Natasha Miller:

How do people end up becoming an entrepreneur?

Natasha Miller:

How do they scale and grow their businesses?

Natasha Miller:

How do they plan for profit?

Natasha Miller:

Are they in it for life?

Natasha Miller:

Are they building to exit?

Natasha Miller:

These, and a myriad of other topics will be discussed to pull back the

Natasha Miller:

veil on the wizardry of successful and FASCINATING ENTREPRENEURS.

Natasha Miller:

My book, RELENTLESS is now available everywhere books can be bought online,

Natasha Miller:

including Amazon and BarnesandNoble.com.

Natasha Miller:

Try your local indie bookstore too, and if they don't have it, they can

Natasha Miller:

order it just ask them, the reviews are streaming in, and I'm so thankful

Natasha Miller:

for the positive feedback as well as hearing from people that my

Natasha Miller:

memoir has impacted them positively.

Natasha Miller:

It is not enough to be resilient.

Natasha Miller:

You have to be RELENTLESS.

Natasha Miller:

You can go to the RelentlessBook.com for more information.

Natasha Miller:

Thank you so much.

Natasha Miller:

Today we're talking to Joe Apfelbaum.

Natasha Miller:

He's the CEO of Ajax Union, a digital marketing agency in Brooklyn, New York.

Natasha Miller:

His newest book is called High Energy Networking, how to Get Anything

Natasha Miller:

You Want In Business and In Life by Building Meaningful Relationships.

Natasha Miller:

You'll see in this episode Joe Apfelbaum positivity, the way he

Natasha Miller:

works with his marketing clients, and why he focuses on LinkedIn.

Natasha Miller:

As a powerful tool in business.

Natasha Miller:

Now let's get right into it.

Joe Apfelbaum:

The main differentiator that we have at Ajax Union is

Joe Apfelbaum:

that we're not just a marketing agency that does marketing.

Joe Apfelbaum:

We're also understand business.

Joe Apfelbaum:

I just had a conversation with a company that's doing 27 million in revenue and

Joe Apfelbaum:

they want to get to a hundred million in revenue, and they were like, what

Joe Apfelbaum:

type of marketing do we need to do to get to a hundred million in revenue?

Joe Apfelbaum:

And I said, let's take a step back and talk about your business.

Joe Apfelbaum:

What does your business need to do to get to a hundred million in revenue?

Joe Apfelbaum:

It's not just about marketing.

Joe Apfelbaum:

There's a lot that goes into changing your business so that it can really handle the

Joe Apfelbaum:

type of growth that you're looking for.

Joe Apfelbaum:

And they were completely shocked because every other agency

Joe Apfelbaum:

that they spoke to is like,

Joe Apfelbaum:

"Oh, you can do SEO."

Joe Apfelbaum:

"You can do PPC."

Joe Apfelbaum:

"You can do email marketing."

Joe Apfelbaum:

"You can do PR."

Joe Apfelbaum:

Sure, you can do a bunch of tactics.

Joe Apfelbaum:

But if you're missing a strategy, realize this.

Joe Apfelbaum:

If you're an entrepreneur and you don't have a strategy, realize that the

Joe Apfelbaum:

right strategy will save you a decade.

Joe Apfelbaum:

An energy without strategy is a complete waste of time.

Joe Apfelbaum:

So we specialize in first setting a solid foundation, a solid strategy to

Joe Apfelbaum:

understand what are the key areas in your business that you need to improve, you

Joe Apfelbaum:

need to systematize, create processes for.

Joe Apfelbaum:

And if you can do that, then you can apply some amazing assets, some amazing funnels.

Joe Apfelbaum:

And from there you can send traffic to those and that will help you

Joe Apfelbaum:

get to your goal and get your business to where it needs to go.

Natasha Miller:

How do people react to that positioning when they're

Natasha Miller:

asking you for marketing tips and then you're going to tell them really,

Natasha Miller:

your systems and your processes and your infrastructure and all these

Natasha Miller:

things need to be accounted for first.

Natasha Miller:

Does anyone say, "Yeah, buddy.

Natasha Miller:

Thanks."

Joe Apfelbaum:

If they're under a million dollars in revenue,

Joe Apfelbaum:

it goes right over their head.

Joe Apfelbaum:

And they're typically be like, but how much does SEO cost ? Cause

Joe Apfelbaum:

they think they have the answers.

Joe Apfelbaum:

But if they have a team, usually, if they have a management team, if

Joe Apfelbaum:

they've been around the block, maybe EO, YPO, Vista Strategic Forum.

Joe Apfelbaum:

They were on the Inc 500.

Joe Apfelbaum:

They've been around the block a little bit, and maybe

Joe Apfelbaum:

they've read a couple of books.

Joe Apfelbaum:

They know what I'm saying is right, and so they're gonna like lean in and

Joe Apfelbaum:

be like, "Hang on, this is different."

Joe Apfelbaum:

This is a different type of conversation that I really, really

Joe Apfelbaum:

want to have because most people are not having this conversation.

Joe Apfelbaum:

96% of business owners are doing less than a million dollars a

Joe Apfelbaum:

year in annual revenue, and it's not because they're not smart.

Joe Apfelbaum:

It's not because they're not lucky, it's because they don't focus on strategy.

Joe Apfelbaum:

It's like they say, work on your business, not in your business.

Joe Apfelbaum:

It's like work on your life, not in your life if you wanna grow your business.

Joe Apfelbaum:

Jim Rhon's, Tony Robbins' mentor, it was Jim Rhon's, I dunno if you know Tony

Joe Apfelbaum:

Robbins's story, but before he was Tony Robbins, he was Anthony and he was broke

Joe Apfelbaum:

and he was living out of his car and he went to go sell tickets for Jim Rhon's

Joe Apfelbaum:

personal development program so that he could do personal development himself.

Joe Apfelbaum:

Jim Rhon's said, you can only grow your business as much as you grow yourself,

Joe Apfelbaum:

and so you gotta work on yourself.

Joe Apfelbaum:

You gotta work on your business, not just in your business.

Joe Apfelbaum:

And that will help you take your life and your business to a whole new level.

Natasha Miller:

And once you get that through your potential client's head, is

Natasha Miller:

it you that helps with those strategies or are you referring them to others?

Joe Apfelbaum:

So I remember when I started doing web

Joe Apfelbaum:

design, it was just about me.

Joe Apfelbaum:

It was the one man band.

Joe Apfelbaum:

It was like me trying to tell everybody how smart I am.

Joe Apfelbaum:

And when I started Ajax Union, I knew that it couldn't just be

Joe Apfelbaum:

about, It needed to be about we.

Joe Apfelbaum:

It needed to be about my team.

Joe Apfelbaum:

And so one of the commitments that I made when I started Ajax Union

Joe Apfelbaum:

14 years ago is that I'm never going to be doing the work myself.

Joe Apfelbaum:

Cuz if I wanna build a multimillion dollar business, which I set out

Joe Apfelbaum:

to build and I successfully build, I can't be the one doing the work.

Joe Apfelbaum:

I need to hire people that are smarter than me, that are better than me,

Joe Apfelbaum:

that are more consistent than me.

Joe Apfelbaum:

I'm an entrepreneur, I'm a visionary.

Natasha Miller:

You're a skateboarder, you're a roller blader, you're a

Natasha Miller:

dad of five, you are a Mojo Vader.

Natasha Miller:

I don't know.

Natasha Miller:

We're gonna talk about that in a moment.

Natasha Miller:

So yeah, you got things to do.

Natasha Miller:

So you're a strategist and you're a visionary for your business.

Natasha Miller:

And I think what's unique about you is that you knew this earlier,

Natasha Miller:

then most entrepreneurs did.

Natasha Miller:

You knew this earlier in your career than I knew that.

Natasha Miller:

And so go for it.

Natasha Miller:

So when a client comes to you and asks you for marketing help, and you're

Natasha Miller:

like, okay, are you ready for this?

Natasha Miller:

And they said, oh my gosh, we're not.

Natasha Miller:

Then what?

Natasha Miller:

Where do you point them?

Joe Apfelbaum:

If you're not ready for marketing, then we can potentially do

Joe Apfelbaum:

some consulting together to help you craft a strategy that makes sense.

Joe Apfelbaum:

We can look at elements of your business that we could work on,

Joe Apfelbaum:

like low hanging fruits there are three stages to the funnel.

Joe Apfelbaum:

There's the top of the funnel, there's the middle of the funnel,

Joe Apfelbaum:

and there's the bottom of the funnel.

Joe Apfelbaum:

And I talk about this in my book, High Energy Marketing, but if they don't have

Joe Apfelbaum:

the top of the funnel and the middle funnel built out, looking at their bottom

Joe Apfelbaum:

of the funnel to determine where the low hanging fruit is to generate the

Joe Apfelbaum:

revenue they need to make investments in their business to be able to properly

Joe Apfelbaum:

grow is gonna be the first step.

Joe Apfelbaum:

I always like looking at the low hanging fruit first.

Joe Apfelbaum:

There are opportunities, and then going back to their leadership team

Joe Apfelbaum:

and get everybody on the same page.

Joe Apfelbaum:

What is the vision for the business?

Joe Apfelbaum:

What do you guys actually want to do?

Joe Apfelbaum:

A lot of companies that are in the two to 5 million range, they don't

Joe Apfelbaum:

have their target market straight.

Joe Apfelbaum:

They don't have their plan to be able to really execute and grow, organize,

Joe Apfelbaum:

and that's why if they do the EOS program, if they're in like doing

Joe Apfelbaum:

traction or if they're a little bit bigger and they're doing scaling up,

Joe Apfelbaum:

that's what those frameworks are for, to help create the operating systems

Joe Apfelbaum:

to be able to grow your business.

Joe Apfelbaum:

I always said this, micromanage the process, not the people.

Joe Apfelbaum:

Because people don't want to be micromanaged.

Joe Apfelbaum:

People want autonomy.

Joe Apfelbaum:

They want mastery.

Joe Apfelbaum:

They want purpose.

Joe Apfelbaum:

And if they have those three things, they're gonna thrive

Joe Apfelbaum:

within your organization.

Joe Apfelbaum:

Especially if they have the GWC, especially if they get it, they want it,

Joe Apfelbaum:

and they're capable according to EOS.

Joe Apfelbaum:

That's what should mean.

Natasha Miller:

You should, you should be an EOS traction coach.

Joe Apfelbaum:

I've studied it extensively because we

Joe Apfelbaum:

self-implemented it in our business.

Joe Apfelbaum:

What I want to tell business owners listening to this,

Joe Apfelbaum:

entrepreneurs listening to this, if you're not ready for marketing.

Joe Apfelbaum:

You need to be ready for strategy.

Joe Apfelbaum:

You need to take a step back and you think about, "Okay, what's my plan?"

Joe Apfelbaum:

"Who's my target?"

Joe Apfelbaum:

"What's my messaging?"

Joe Apfelbaum:

"What are the stories that I need to be telling?"

Joe Apfelbaum:

And if you have all that, then you need to create some assets and then you need to

Joe Apfelbaum:

test the marketing from that perspective.

Natasha Miller:

Okay.

Natasha Miller:

Well you heard it here from Joe.

Natasha Miller:

Okay.

Natasha Miller:

So you are the embodiment of positivity.

Natasha Miller:

I just met you recently.

Natasha Miller:

I am following you on social media, and I know that people cannot be up a

Natasha Miller:

hundred percent of the time, but you are up and positive a lot of the time,

Natasha Miller:

and you use this word, which I want you to describe, Mojo Vading, bring it on.

Joe Apfelbaum:

Most people don't realize this, that your happiness

Joe Apfelbaum:

or your sadness or your emotions are literally just a state.

Joe Apfelbaum:

When I discovered this and actually discovered it, it

Joe Apfelbaum:

completely changed my life.

Joe Apfelbaum:

I have a choice.

Joe Apfelbaum:

I can either.

Joe Apfelbaum:

Happy or I can be right.

Joe Apfelbaum:

If I try to be right constantly, often, I'm not gonna be happy.

Joe Apfelbaum:

So for me, I'm not trying to be right.

Joe Apfelbaum:

I don't need to win.

Joe Apfelbaum:

I don't need to do any of that.

Joe Apfelbaum:

What I wanna do is I wanna feel joy, I wanna feel freedom,

Joe Apfelbaum:

I wanna feel high vibing.

Joe Apfelbaum:

Powerful emotions that make me feel more alive, more connected to who I really am.

Joe Apfelbaum:

So the concept of mojovation, the concept of feeling mojovated

Joe Apfelbaum:

is not about motivation, because motivation you need and you have,

Joe Apfelbaum:

and it has to do with your purpose.

Joe Apfelbaum:

But mojovation is knowing who you really are and really

Joe Apfelbaum:

being authentic to who you are.

Joe Apfelbaum:

Really being able to not care about other people's opinions, not just

Joe Apfelbaum:

saying, I don't care about other people's opinions, but really deep down to your

Joe Apfelbaum:

core, realizing that other people's opinions are none of your business, and

Joe Apfelbaum:

really being able to shine your light and find people that you can support

Joe Apfelbaum:

and just be yourself, whatever that is.

Joe Apfelbaum:

In any environment that I'm in, I strive to be completely authentic, not to be

Joe Apfelbaum:

in my ego, not to be in my identity, not to be in the agendas, and sometimes

Joe Apfelbaum:

those things creep up and when they.

Joe Apfelbaum:

It takes me over, and then I gotta take a deep breath and get back into

Joe Apfelbaum:

the state that I choose to be in.

Joe Apfelbaum:

We can all choose to be in a particular state, but we often lose that choice when

Joe Apfelbaum:

we forget that we are conscious human beings that have the capacity to choose

Joe Apfelbaum:

your thoughts and your feelings, and as a result, your states and your actions.

Natasha Miller:

When did you come upon these ideas and revelations

Natasha Miller:

for yourself in your life?

Joe Apfelbaum:

I would say about 10 years ago.

Joe Apfelbaum:

So the first process was that Google approached me in 2011, so

Joe Apfelbaum:

this is like 11 years ago or so.

Joe Apfelbaum:

They approached me and they said, do you want to be a google Trainer

Joe Apfelbaum:

and I said, "A Google trainer?

Joe Apfelbaum:

What does that mean?"

Joe Apfelbaum:

And so I started looking into it and apparently they wanted to put me

Joe Apfelbaum:

in a room with a bunch of business owners and they wanted to have me

Joe Apfelbaum:

present to those business owners.

Joe Apfelbaum:

And I said, of course I can do that.

Joe Apfelbaum:

I can talk to business owners.

Joe Apfelbaum:

I need clients, I need business owners.

Joe Apfelbaum:

You bring them to me, I'll teach 'em about SEO, PPC, I'm the expert.

Joe Apfelbaum:

I can teach them.

Joe Apfelbaum:

I'm not working in my business.

Joe Apfelbaum:

I'm working on my business so I can do present.

Joe Apfelbaum:

I got up in front of a group of my own employees.

Joe Apfelbaum:

At that time, I think we had like 40 people, and I started shaking

Joe Apfelbaum:

when I wanted to do my presentation.

Joe Apfelbaum:

I was like, what is going on here?

Joe Apfelbaum:

And then I got up in front of a crowd of 80 business owners and I was pacing

Joe Apfelbaum:

and saying the word basically, and I was out of breath and I couldn't take it.

Joe Apfelbaum:

And I didn't know why.

Joe Apfelbaum:

Like my heart was like racing.

Joe Apfelbaum:

And I started digging deep and doing research, and that led me on an

Joe Apfelbaum:

entire personal development journey.

Joe Apfelbaum:

I lost a hundred pounds.

Joe Apfelbaum:

I used to be afraid of networking.

Joe Apfelbaum:

I became a networking master.

Joe Apfelbaum:

I used to be afraid of writing.

Joe Apfelbaum:

I published five books and going through that journey of personal development

Joe Apfelbaum:

is a process, is a decade of work.

Joe Apfelbaum:

And reading the books, going to the seminars.

Joe Apfelbaum:

I did landmark multiple times, multiple seminars.

Joe Apfelbaum:

I did Tony Robbins.

Joe Apfelbaum:

I hired a bunch of coaches.

Joe Apfelbaum:

I've read the books, did the courses.

Joe Apfelbaum:

Incredible journey that I've been on to get to a place where I realize,

Joe Apfelbaum:

there's so many layers and there's so many beliefs that we have that stop us

Joe Apfelbaum:

from being who we really, truly were meant to be, a light that can shine.

Joe Apfelbaum:

And so for me, the journey started in becoming a professional speaker.

Joe Apfelbaum:

First, a public speaker, and now a professional speaker, member of

Joe Apfelbaum:

the National Speakers Association.

Joe Apfelbaum:

Loved doing keynotes.

Joe Apfelbaum:

And moderating and speaking and guiding and coaching and mentoring and training.

Joe Apfelbaum:

I absolutely love doing this stuff.

Natasha Miller:

That's good to know.

Natasha Miller:

So if you're listening to this and you're not in the place that Joe is at

Natasha Miller:

currently, there is still time, there's still ways for you to find that path

Natasha Miller:

for yourself, and that's impressive.

Natasha Miller:

I didn't know that about you, and now it makes sense, but

Natasha Miller:

you're living it every day.

Natasha Miller:

Most of the time that you make public, let's just say.

Natasha Miller:

So I'm gonna circle back up to another thing that you are known for doing,

Natasha Miller:

and that is LinkedIn marketing.

Natasha Miller:

What made you focus on that specifically above and beyond other things, right now.

Joe Apfelbaum:

There's so many other platforms online that people can focus on.

Joe Apfelbaum:

There's TikTok, there's Instagram, there's Facebook, Snapchat, and the famous

Joe Apfelbaum:

Twitter that fired all their employee.

Natasha Miller:

Did you, Joe, let me tell you this, by the way, and anyone

Natasha Miller:

listening, my team was on site when Ilan came in with his sync, cuz we were

Natasha Miller:

producing an event for his company.

Natasha Miller:

Oh, that was a weird day.

Natasha Miller:

Wow.

Natasha Miller:

But I digress.

Natasha Miller:

Go ahead.

Natasha Miller:

LinkedIn.

Natasha Miller:

What is all about it?

Joe Apfelbaum:

Microsoft paid 26.2 billion to purchase LinkedIn.

Joe Apfelbaum:

LinkedIn was an independent, private, publicly owned company and their

Joe Apfelbaum:

stock was tanking and the Microsoft decided to overpay for the company

Joe Apfelbaum:

and bring it in because they saw that LinkedIn was the only professional

Joe Apfelbaum:

social network in the world.

Joe Apfelbaum:

That was at the scale that it was 10 years ago when I started teaching LinkedIn.

Joe Apfelbaum:

They only had 65 million members today as a result of that acquisition and all

Joe Apfelbaum:

the work that Microsoft have put, they're at 875 million members, 40% are engaged.

Joe Apfelbaum:

They're logging in on a regular basis.

Joe Apfelbaum:

And what I see LinkedIn being differently than any other platform is that when

Joe Apfelbaum:

I look at your profile, Natasha, I see your first name, your last name,

Joe Apfelbaum:

your company name, where you work, where you worked in the past, when you

Joe Apfelbaum:

went to school, when you graduated.

Joe Apfelbaum:

I see our mutual connections.

Joe Apfelbaum:

I see everything about you.

Joe Apfelbaum:

I see all your activity, what you liked on, what you commented

Joe Apfelbaum:

on, everything you posted.

Joe Apfelbaum:

I see your article.

Joe Apfelbaum:

I literally see everything about you, and you can't do

Joe Apfelbaum:

that in other social platforms.

Joe Apfelbaum:

I can even see when you looked at my profile, so you almost have like a

Joe Apfelbaum:

caller ID knowing which prospects are Googling you because your LinkedIn profile

Joe Apfelbaum:

will rank on Google when you search for someone's name now, and this is

Joe Apfelbaum:

extremely, extremely powerful information if you're in business development.

Joe Apfelbaum:

If you're a networking professional.

Joe Apfelbaum:

If you are out there to build relationships and you care about your own

Joe Apfelbaum:

reputation, if you're a thought leader.

Joe Apfelbaum:

LinkedIn is the platform that has more millionaires than

Joe Apfelbaum:

any other platform out there.

Joe Apfelbaum:

There's a lot of broke people.

Joe Apfelbaum:

I don't know if you know the statistic, but about 80% of human beings are living

Joe Apfelbaum:

paycheck to paycheck and don't even have a thousand dollars in savings.

Joe Apfelbaum:

My mind was blown when I found the statistic.

Joe Apfelbaum:

Look around.

Joe Apfelbaum:

Most people on Instagram are broke.

Joe Apfelbaum:

Most influencers from their basement are broke, but on linked.

Joe Apfelbaum:

People are paying money for LinkedIn.

Joe Apfelbaum:

38% of LinkedIn users are paying for LinkedIn.

Joe Apfelbaum:

That's a big number, and there are more millionaires.

Joe Apfelbaum:

I think there are 22 million millionaires in the United States.

Joe Apfelbaum:

They're all on LinkedIn.

Joe Apfelbaum:

Not all of them are on TikTok.

Joe Apfelbaum:

Not all of them are on Instagram, but they're all on LinkedIn because LinkedIn

Joe Apfelbaum:

is a professional social network.

Joe Apfelbaum:

So if I was gonna invest my time in learning how to use a platform, even

Joe Apfelbaum:

if I'm gonna spend 15 minutes a day on LinkedIn, I'm gonna get an ROI.

Joe Apfelbaum:

I generate millions of dollars a year from LinkedIn for myself, and now

Joe Apfelbaum:

I've trained over a thousand companies on how to leverage LinkedIn as well.

Natasha Miller:

Have you ever thought that you should write a book, that you should

Natasha Miller:

write the story of your life to help other people learn from your experience?

Natasha Miller:

Please go to MemoirSherpa.com and learn how I can help you write, figure out your

Natasha Miller:

publishing path and market your story, your memoir, to a best seller status.

Natasha Miller:

I wanna ask you a question, and I'm gonna pose it with a statement first.

Natasha Miller:

One of the things that I despise on LinkedIn is when somebody asks

Natasha Miller:

you to link in and the moment you do, they hit you up with an offer.

Natasha Miller:

Okay?

Natasha Miller:

So let's already just all agree that that is like, don't do that.

Natasha Miller:

But what do you do?

Natasha Miller:

What is the first thing you do?

Joe Apfelbaum:

The reason why people are doing that is because they don't know

Joe Apfelbaum:

that LinkedIn is a networking platform.

Joe Apfelbaum:

They think that it's a selling platform.

Joe Apfelbaum:

LinkedIn is not a selling platform.

Joe Apfelbaum:

It's a place where you go as a networking event.

Joe Apfelbaum:

So for example, if you walk into a networking event and you start selling

Joe Apfelbaum:

at a networking event, everyone's gonna look at you like you fell off the moon.

Joe Apfelbaum:

What are you in life insurance?

Joe Apfelbaum:

What are you doing over here?

Joe Apfelbaum:

Why are you shoving your business card in my face?

Joe Apfelbaum:

No, I'm not looking to buy from you.

Joe Apfelbaum:

I don't know who you are.

Joe Apfelbaum:

LinkedIn is about building relationships.

Joe Apfelbaum:

So there are three mistakes that people make.

Joe Apfelbaum:

They either say, "How are you?"

Joe Apfelbaum:

Like annoyingly, like How am I?

Joe Apfelbaum:

You don't even know who I am.

Joe Apfelbaum:

Why do you care how I am?

Joe Apfelbaum:

That's number one.

Joe Apfelbaum:

Number two is they send me the entire life history.

Joe Apfelbaum:

They send me these long messages.

Joe Apfelbaum:

TLDR - Too Long Didn't Read.

Joe Apfelbaum:

LinkedIn is not a platform where people like reading lots and lots of

Joe Apfelbaum:

information on DM because 58% of people are using it on their mobile phone.

Joe Apfelbaum:

And of course the selling thing, which irks everybody, the connect and pitch.

Joe Apfelbaum:

You don't want to get pitch slapped on LinkedIn, so instead what you wanna do.

Natasha Miller:

Thank you for that, by the way.

Natasha Miller:

I hope everyone caught that, but go ahead.

Joe Apfelbaum:

What you wanna do on LinkedIn is you wanna

Joe Apfelbaum:

build a real relationship.

Joe Apfelbaum:

We have a process in our course, in our coaching program where we teach people the

Joe Apfelbaum:

greeting, feeding, and meeting process.

Joe Apfelbaum:

The first thing you wanna do, When you're connecting with

Joe Apfelbaum:

someone is you wanna greet them.

Joe Apfelbaum:

You wanna build rapport because if you build rapport, that will open the door.

Joe Apfelbaum:

People wanna connect with real human beings.

Joe Apfelbaum:

You're not connecting with companies.

Joe Apfelbaum:

You're connecting with first and last names.

Joe Apfelbaum:

People that work at a company that have a title, that have a birthday.

Joe Apfelbaum:

So build a real relationship.

Joe Apfelbaum:

What's the first thing you do when you walk into a networking event?

Joe Apfelbaum:

Or if you're dating, what's the first thing you do when you walk over to your.

Joe Apfelbaum:

Do you right away say, "Hey, would you like to have five

Joe Apfelbaum:

kids with me and move in today?"

Joe Apfelbaum:

No, they're gonna run away.

Joe Apfelbaum:

What's the first thing you do when you walk into the networking event?

Joe Apfelbaum:

Do you right away say, Hey, would you like marketing services?

Joe Apfelbaum:

I can do your marketing right now?

Joe Apfelbaum:

No.

Joe Apfelbaum:

I would say, "Hey, nice to meet you.

Joe Apfelbaum:

Looking forward to getting to know you.

Joe Apfelbaum:

What brings you to this place?"

Joe Apfelbaum:

Or ask them a question, something interesting, or just share some gratitude.

Joe Apfelbaum:

Greeting is very, very important as the first.

Joe Apfelbaum:

And most people don't even thank their connections for connecting with them.

Natasha Miller:

Yeah, great.

Natasha Miller:

Thank you for that.

Natasha Miller:

And let's talk about that program that you've developed, which I'm very

Natasha Miller:

interested in, but can you give a little overview of what people could

Natasha Miller:

expect if they were considering that?

Joe Apfelbaum:

So if you are considering getting some LinkedIn

Joe Apfelbaum:

training, we have a really robust program that walks people through how

Joe Apfelbaum:

to create a strategy for LinkedIn.

Joe Apfelbaum:

Remember earlier in the podcast I said it's really important to have a strategy.

Joe Apfelbaum:

So our strategy's really simple.

Joe Apfelbaum:

We teach you how to create a plan.

Joe Apfelbaum:

How to target the right people and how to create the right promise, the right

Joe Apfelbaum:

messaging to speak to those people.

Joe Apfelbaum:

That's the foundation of our course.

Joe Apfelbaum:

Then we teach you how to create the right assets.

Joe Apfelbaum:

We teach you how to tell stories.

Joe Apfelbaum:

How to optimize your profile.

Joe Apfelbaum:

We have a 20 step checklist where we walk you through all the different areas of

Joe Apfelbaum:

your profile to 10x your profile views.

Joe Apfelbaum:

We also teach you what automation tools you should be using together with LinkedIn

Joe Apfelbaum:

and make sure not you don't get banned from LinkedIn, and then we teach you how

Joe Apfelbaum:

to get exposure, how to book meeting.

Joe Apfelbaum:

And how to build credibility on LinkedIn.

Joe Apfelbaum:

At the end of the day, if you're not booking meetings with LinkedIn,

Joe Apfelbaum:

you're not gonna get clients.

Joe Apfelbaum:

One of our students, her name is Sarah, she's an intimacy coach for CEOs.

Joe Apfelbaum:

And she was using Facebook and talking to a lot of broke people.

Joe Apfelbaum:

We switched her off to LinkedIn, gave her the right strategy, and she generated

Joe Apfelbaum:

$200,000 in revenue in the first 90 days of working with our program.

Joe Apfelbaum:

She joins our coaching sessions that happen twice a month.

Joe Apfelbaum:

We have a continuing education session once a month with a

Joe Apfelbaum:

workshop that we do each month.

Joe Apfelbaum:

We cover something like LinkedIn Live or LinkedIn newsletter or company

Joe Apfelbaum:

pages or something interesting or a strategy or a tactic.

Joe Apfelbaum:

And then we have a community.

Joe Apfelbaum:

We have over a thousand companies that we've served over the past three years.

Joe Apfelbaum:

And so you get to meet other people that are also actively learning LinkedIn,

Joe Apfelbaum:

building relationships with them, getting referrals, and growing your business.

Joe Apfelbaum:

The best clients for me come from referrals, 2 to 3% of cold calls

Joe Apfelbaum:

turn into a meeting, but 80% of email introductions turn into an appointment.

Joe Apfelbaum:

And so if you're thinking about growing your business, if your clients are worth

Joe Apfelbaum:

more than $10, $15, $20,000 in revenue for your business, in lifetime value.

Joe Apfelbaum:

Then you want to consider LinkedIn as part of your mix, your networking mix.

Joe Apfelbaum:

You can also do prospecting on LinkedIn if you're using Sales Navigator, and we

Joe Apfelbaum:

also have a Sales Navigator bootcamp that rerun once a year, and you can find out

Joe Apfelbaum:

more about that if you go to my website.

Joe Apfelbaum:

Check out my LinkedIn profile.

Joe Apfelbaum:

If you wanna find me on LinkedIn, I make that really, really easy.

Joe Apfelbaum:

Natasha, I bought a domain, joelinkedin.com.

Joe Apfelbaum:

That's J-O-E-linkedin.com.

Joe Apfelbaum:

And Natasha, I recommend you buy natashalinkedin.com and when anybody

Joe Apfelbaum:

wants to find you on LinkedIn, you could forward it right to your LinkedIn profile.

Natasha Miller:

Brilliant.

Natasha Miller:

I did that for our Zoom rooms in 2020 and 2021.

Natasha Miller:

So we have all these vanity URLs, but they're not really

Natasha Miller:

vanity, but with our name on it.

Natasha Miller:

Okay, here's a burning question that is a personal question I need to

Natasha Miller:

know, and I could look this up, but there's some outdated information.

Natasha Miller:

How does one enable themselves to do a LinkedIn Live?

Joe Apfelbaum:

So in order for you to do a LinkedIn live, you

Joe Apfelbaum:

need a third party software.

Joe Apfelbaum:

We can't just do LinkedIn live by doing LinkedIn Live.

Joe Apfelbaum:

So step number one is go to your profile, turn creator mode on,

Joe Apfelbaum:

and then get third party software.

Joe Apfelbaum:

And we have a 45 minute tutorial in our program that walks you through

Joe Apfelbaum:

step by step how to use a tool called Restream that allows you to do that.

Joe Apfelbaum:

But there are quite a few.

Joe Apfelbaum:

Streaming tools that will allow you to connect with LinkedIn

Joe Apfelbaum:

live and allow you to be able to create a production on LinkedIn.

Joe Apfelbaum:

One of the benefits of LinkedIn live is that it has the highest engagement

Joe Apfelbaum:

from any other part of LinkedIn because you can create an event on LinkedIn.

Joe Apfelbaum:

Invite people schedule it, but there's a very strategic way to get engagement

Joe Apfelbaum:

that most people have no idea how to do.

Joe Apfelbaum:

So learning how to do it correctly will be the difference between having

Joe Apfelbaum:

crickets and having actual results.

Natasha Miller:

There was a time though, where you couldn't hold a LinkedIn

Natasha Miller:

live unless you had a certain status.

Natasha Miller:

Is that correct?

Natasha Miller:

And is that over?

Joe Apfelbaum:

That is over.

Joe Apfelbaum:

Now, anybody can turn on creator mode on their profile and they will have

Joe Apfelbaum:

LinkedIn live basically available.

Joe Apfelbaum:

There used to be an application process that we would have to go through and start

Joe Apfelbaum:

applying, but if you turn creator mode on, typically you'll have two features and

Joe Apfelbaum:

maybe even three features on your profile.

Joe Apfelbaum:

The first one is LinkedIn Live.

Joe Apfelbaum:

The second is LinkedIn newsletter and the third one is LinkedIn Audio Rooms, which

Joe Apfelbaum:

is like a clubhouse feature on LinkedIn.

Natasha Miller:

Yeah, rock on Clubhouse.

Natasha Miller:

I was actually on Clubhouse last night, strange story.

Natasha Miller:

So let's talk about your team before we end this.

Natasha Miller:

What is your team comprised of and how do you keep them motivated or mojovated?

Joe Apfelbaum:

My team is comprised of marketing professionals that are

Joe Apfelbaum:

experienced and that we train to be able to give our clients results.

Joe Apfelbaum:

Our employees are mojovated and motivated by us giving them

Joe Apfelbaum:

autonomy, mastery, and purpose.

Joe Apfelbaum:

Every single one of our employees loves what they do.

Joe Apfelbaum:

They get their job, they actually get it, they actually want it,

Joe Apfelbaum:

and they're actually capable.

Joe Apfelbaum:

We have a scorecard also against our core values.

Joe Apfelbaum:

We have three core values, amazing communication, ownership

Joe Apfelbaum:

mentality and versatility.

Joe Apfelbaum:

And we analyze our team to determine against those areas

Joe Apfelbaum:

of whether or not they're doing well or they're not doing well.

Joe Apfelbaum:

And if they're not doing well, we coach them and we support them.

Joe Apfelbaum:

I have one-on-ones with our team.

Joe Apfelbaum:

They have one-on-ones with their direct reports as well.

Joe Apfelbaum:

For us, it's about getting to know the people.

Joe Apfelbaum:

Every single Monday we get together and we share gratitude on a call, on

Joe Apfelbaum:

a Zoom call, and we have a global team and every single person shares the

Joe Apfelbaum:

things that they're grateful for, and that creates a sense of community.

Joe Apfelbaum:

People tell me, before I worked here, I felt like I was just working somewhere.

Joe Apfelbaum:

Now I feel like I'm part of a family.

Joe Apfelbaum:

We actually care about what's going on in the lives of our employees.

Joe Apfelbaum:

We have an employee spotlight every week where an employee gets up and they talk

Joe Apfelbaum:

about their life a little bit and the things that are meaningful for them.

Joe Apfelbaum:

We get together.

Joe Apfelbaum:

We have retreats, we have ongoing dinners and meetings.

Joe Apfelbaum:

It's about building a real relationship.

Joe Apfelbaum:

If you really learn the art of building a relationship, there is something to

Joe Apfelbaum:

it that creates this connection that makes people more loyal, and that

Joe Apfelbaum:

doesn't mean everyone's gonna stick.

Joe Apfelbaum:

People leave, but we have employees that have been with us for 10 years.

Natasha Miller:

That's amazing.

Natasha Miller:

So the last thing I wanna talk to you about is, as a marketer with a marketing

Natasha Miller:

business and you're really into LinkedIn, what are you doing for the next 12 months?

Natasha Miller:

And let's think of like what you'll do in January and what you'll focus

Natasha Miller:

on as your number one strategy for growth in the coming year.

Joe Apfelbaum:

In the coming year, my number one strategy for growth is being

Joe Apfelbaum:

more strategic, like really doubling down even myself, the person who preaches

Joe Apfelbaum:

strategy sometimes can get lost in the wis, and I have to create my own strategy.

Joe Apfelbaum:

That's why from December 15th to December 25th, I'm not scheduling any meetings

Joe Apfelbaum:

and I'm focusing on strategy for 2023.

Joe Apfelbaum:

I know exactly what I wanna achieve, how many clients I want in each vertical.

Joe Apfelbaum:

We're targeting the AEC space, the Architecture, Engineering

Joe Apfelbaum:

and Construction Space, and our outgoing campaigns for 2023.

Joe Apfelbaum:

And I know that less is more.

Joe Apfelbaum:

Sometimes I like to go wide because I have such a vast network, tens of

Joe Apfelbaum:

thousands of people that watch me online.

Joe Apfelbaum:

But I need to go deeper with certain companies and certain industries and

Joe Apfelbaum:

certain people and certain ideas.

Joe Apfelbaum:

So instead of me reading 52 books, I'm gonna go deep on maybe four books.

Joe Apfelbaum:

And I'm gonna still skim other books, but really get to know books.

Joe Apfelbaum:

Like this year I went really deep on a book called Hundred Million

Joe Apfelbaum:

Dollar Offer by Alexander Hormozi.

Natasha Miller:

Alex.

Natasha Miller:

Yep.

Natasha Miller:

I've got it too.

Joe Apfelbaum:

And I went deep on that book.

Joe Apfelbaum:

I read it several times, and then I created a presentation and I did a

Joe Apfelbaum:

series of LinkedIn lives about the book.

Joe Apfelbaum:

And on top of that, I did a 45 minute presentation for my own team.

Joe Apfelbaum:

I have 33 slides that I created, and my team's mind were blown.

Joe Apfelbaum:

They were like, we need another 45 minute presentation.

Joe Apfelbaum:

And we did it again.

Joe Apfelbaum:

To kind of just review all the ideas and get into deeper on the bonuses.

Joe Apfelbaum:

So I just wanna let you know that it's not about going wide always.

Joe Apfelbaum:

It's about going deeper.

Joe Apfelbaum:

And for me in 2023, it's, I'm gonna be going deeper.

Natasha Miller:

For more information, go to the show notes where

Natasha Miller:

you're listening to this podcast.

Natasha Miller:

Wanna know more about me, go to my website OfficialNatashaMiller.com.

Natasha Miller:

Thank you so much for listening.

Natasha Miller:

I hope you loved the show.

Natasha Miller:

If you did, please subscribe.

Natasha Miller:

Also, if you haven't done so yet, please leave a review where you're

Natasha Miller:

listening to this podcast now.

Natasha Miller:

I'm Natasha Miller and you've been listening to FASCINATING ENTREPRENEURS.

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