How To Scale Word Of Mouth

A couple of weeks ago, Method reader, Rui, shared a post raving about the work we’ve done with him (you can see the post here).

The post gained a fair bit of traction and, as a result, brought in a flurry of leads for K&J.

The issue is that a LinkedIn post has a half-life of a couple of days.

Here’s how we’ve turned this into an ongoing lead generator beyond the algorithm expiry date:

1. Make sure you’ve got a business page set up on LinkedIn and a business manager account (Link here)

2. Then ensure you’ve set up a LinkedIn ad account (link here)

3. With the basics set up, go to the Campaign Manager and select “Create”

   

   Our current campaign

4. Click “Campaign” > “Brand Awareness”

   

   Campaign goal

5. Select “Classic” > “Next” > “Create Group”

6. Select “Start & End Date”, we test new campaigns over 7 days

7. Choose your Audience:
   
   > Select “Location” - set to the countries you want to target

   > Under “Who is Your Target Audience” > select “Audience Attributes”
   > Select “Job Experience” > select “Job Titles” > type in the Job Title that represents your target customer

8. Choose your Ad Format:
   > Select “Video" or “Text” based on the LinkedIn post you are wanting to promote

9. Under Placements, deselect “LinkedIn Audience Networks” - you’ll just waste money on promoting to people not on LinkedIn

   

10. Set daily budget to $15 - the minimum - select next

11. In the “Create an Ad” screen, select “Browse existing content”

    

12. Choose “LinkedIn members” > choose the post you want to use (you’ll need approval from the member first)

13. Launch the campaign

To date, we’ve generated two new leads for $46 in total spend.

Word of mouth is the best marketing you can get, and the leads that come from it convert faster.

Leverage it as much as possible.

P.S (If you want the script outline we gave to Rui to film for our testimonial, just reply to this email and I’ll send it over)

Views

We jumped into social media for Compound Gym late.

We started experimenting in 2023, and only really took it seriously this year. Yet I remember people saying Instagram was dead back in 2019.

The algorithm hates me...

You don’t get views anymore...

Blah blah blah.

I’ve heard it all—online and in person. That social media is a waste of time.

Even the busyness' people that apparently get it, don't.

You can't track conversions from a instagram post...

Views and impressions are just vanity metrics.

It’s all nonsense.

My approach to marketing is just build brand. And I think that views and impressions are the only thing that matters for brand building.

Make people aware of your brand, so when they need what you offer, they'll come to you.

Build enough brand, and they won’t even consider anyone else.

And with social platforms shifting from network-based to interest-based feeds, small accounts like ours can, at least in theory, can get as many views as Nike.

In January 2023, we were getting about 1,000 impressions a week. Now we’re pushing 50,000, and most of those views are local.

At our current spend, that’s about $85 per 1,000 impressions. Sounds expensive. But in that time, while our economy tanked, we tripled our weekly leads. And our cost per lead dropped from ~$80 to $30.

We didn’t know what we were doing when we started. Still don’t, really. We just try things. And when something works, we do more of it.

Social media is still and maybe more than ever, the cheapest, fastest way to grow a small business. You don’t even have to be good at it.

You just have to do it.