[00:00:00] Scott: Welcome to the Ecommerce Optimizers show. I’m your host Scott Reid. On today’s episode, we have a great guest, a guy by the name of Indrek Poldvee. Indrek is the founder of B2B growth. B2B growth as a company that focuses on one thing and that’s unlocking the power of LinkedIn. And the interesting thing , about speaking with Indrek. Was that I learned so much about how you can leverage LinkedIn and other ways other than just, enhancing your personal profile. He gets into a lot of detail, a lot of very, very valuable detail about how you can leverage LinkedIn to grow an Ecommerce brand through a variety of different strategies. And if you have an interest in learning more about how you can leverage LinkedIn to grow your Ecommerce brand, I definitely recommend listening to this episode.

[00:00:47] Scott: It’s , very high value. So without any further ado, let’s get started with the episode.

[00:00:52] Scott: This episode is sponsored by Ecommerce optimizers. At Ecommerce Optimizers, we take a unique approach to optimizing Ecommerce brands by fine tuning the conversation between your website and your visitors. We think about it this way. When someone interacts with your website, they’re having a conversation with your business.

[00:01:13] Scott: They’re assessing things like trust, quality, and reliability. They’re asking questions. Through our purchase optimization system, we precision engineer every micro point of interaction to make that conversation smoother and more effective. As a result, more people make more purchases, boosting your business’s bottom line.

[00:01:34] Scott: You can learn more by visiting our website at Ecommerceoptimizers. com

[00:01:40] Scott: all right, on today’s episode, we have a guy by the name of Indrek Poldvee. Indrek is from b2bgrowth. eu. He’s based in Estonia and he is a LinkedIn expert. Indrek, thanks very much for joining me on today’s episode.

[00:01:57] Indrek: Yeah, thank you, Scott, for inviting and more than happy to be here.

[00:02:01] Indrek: So looking forward to our chat.

[00:02:02] Scott: Awesome. Well, why don’t you start off by telling, uh, Telling us about yourself.

[00:02:09] Indrek: Yeah. So, uh, as you, as you already mentioned, the, the main things, uh, I’m based in Estonia, it’s a Italian, it’s a small, small country in Europe. And not a lot of people know about us because we only have 1.

[00:02:21] Indrek: 2 million population. But, uh, already long time ago, Hemingway, uh, wrote in his book that, uh, you can meet an Estonian in every port in the, wherever you travel.

[00:02:31] Indrek: So that’s, that’s, that’s actually, yeah, yeah. I didn’t know

[00:02:35] Scott: that. That’s interesting.

[00:02:37] Indrek: Yeah, we are quite, quite, uh, spread, uh, but, um, uh, but I mentioned very small population, but fun facts about Estonia is that, uh, for example, uh, a lot of people know Skype. So Estonia was the, uh, Estonians were the founders of Skype.

[00:02:57] Indrek: So it was, uh, it was one of our biggest success stories and the first unicorn startup. And now, uh, it was sold, I think 2009, uh, to, to, uh, eBay and then Microsoft. And then, uh, thanks to that, uh, Estonia is right now number one per capita per people. We have the most unicorns. So we have our right now, uh, 11 unicorn, 12 unicorn companies.

[00:03:23] Indrek: They are, uh, billion dollar companies. So we are like a. Like a small Silicon Silicon Valley here. Like, so

[00:03:31] Scott: no kidding. I,

[00:03:32] Indrek: I didn’t realize that Skype started in Estonia. Well, you’re full

[00:03:35] Scott: of all sorts of historical information here.

[00:03:38] Indrek: Oh, we are just very proud of the, uh, staff that, uh, that they did because Skype was one of the, I couldn’t say.

[00:03:45] Indrek: Incubator for, for Estonia and tech success because, uh, Skype hired the best and most talented people in the world. They brought them to Estonia and then Estonians could learn from the, the best talent in the world. And, and thanks to, thanks to them, I think our, that they were definitely one of the drivers.

[00:04:02] Indrek: Like why our technological tech, technological, so to say, success stories are, are so many that, uh, uh. Like I mentioned, like all the unicorn or the build a lot of companies that are grown from here are thanks to, thanks to that success.

[00:04:18] Scott: Oh, that’s great. That’s, uh, that’s always good to know new, new, new factoids.

[00:04:23] Scott: And that’s, that’s definitely one of them. Um, so your, your business b2bgrowth. eu, why don’t you tell us about what you do there? Because LinkedIn is this, is this great resource. It’s a great platform. But. It’s, it’s really only as good as, as, as one can actually use it. Right. And so part of that is, is, um, having a profile that works well on the platform, correct?

[00:04:54] Indrek: Yeah. So, so yeah. So again, like I’m, I’m a hundred percent sure all of your listeners or everybody has heard about LinkedIn and, and, and the main things that, uh, we get also from our customers. Oh, I’ve been, I have the LinkedIn account for 12 years and what can you teach me? Because I’m, I’ve been there for so many, so long time, but, but the, the, the challenge is that, uh, what we, what we.

[00:05:18] Indrek: What we do in our company, that there are two sides. One of the personal accounts and then our company accounts. Uh, and, and, uh, we show them actually, uh, these things that I think 70, 80 percent of users have no idea how to do it. And, and as you mentioned, the profile also like one of the, one of the easy, easier, like things like what, what people don’t think is the.

[00:05:39] Indrek: Background picture of your profile. So to say, a lot of people don’t have nothing there or they have, they have a nature picture or then they have a, uh, some kind of building. What is extremely significant, the meaning for them, but actually your LinkedIn profile is not for you. It is for people who do not know you.

[00:05:58] Indrek: And when, for example, when, uh, that’s just, I, I, I never, I, I go to your profile. And then when I see a mountain picture behind it. I have no idea the relevance for you for that. Are you a mountaineer? Are you living in that mountain? I have my own story what’s going to happen. So, and just changing the background image and adding a sentence there that Scott, like, uh, I help, uh, to build, uh, uh, e commerce, uh, companies from 5 million to 50 million.

[00:06:32] Indrek: And you adding just that sentence and your profile is a totally different, uh, uh, so that there’s a totally different story.

[00:06:40] Scott: Absolutely. So, so you must see in your work, just, uh, just a massive amount of opportunity in terms of optimizing that profile. You know, that’s just, that’s one example is just adding a quick headline, one sentence to be more specific about who your ideal customer might be.

[00:06:57] Scott: Now Those are personal profiles and we’re talking about one of the things that was really intriguing to me when we spoke before we, we, we started recording this was that you view e commerce brands as missing or many e commerce brands as missing a huge opportunity by promoting, by promoting the land, the, the, the, the brand on LinkedIn.

[00:07:21] Scott: So can you talk about that? Because that, that, that really jumped out at me. I don’t see through, through my experience. A lot of brands really leveraging the LinkedIn profile to grow the business. You know, that’s just what I’ve seen in my feed. Could you talk about that and the potential that’s there and how you help companies to, um, to grow their business by expanding upon that, that, that, that company brand in LinkedIn?

[00:07:51] Indrek: Oh, yeah, definitely. Now we just need to agree on the term what is growth mean for the e commerce companies because Uh, yes, it is not the linkedin for for example It’s not the place where for example amazon should start to Do ads like hey come and buy our products or you’re not selling like your tv there It’s not not like that.

[00:08:11] Indrek: Like that is not the growth that we are talking right now the growth that That I see a lot of e commerce companies, they are missing out these brand awareness and, uh, and also, uh, employer branding. Those, those are the, what is the biggest growth engine, one of the biggest growth engine that the company has?

[00:08:30] Indrek: It’s their own people. Absolutely. If you, if you, if you have the more talented people that you have, the better results you will get because it’s a, it’s a team effort. So, so, and why do people join companies? Most of these high talented people, I’m not talking about everybody, but because for example, if you, if you publish, uh, that you’re looking for somebody in, uh, and you do the job, uh, Uh, recruitment, so to say, application, you post it in, in a, like a cv do com or something like that.

[00:08:59] Indrek: There are, uh, millions of users, like there are, I, I’m pretty sure 90 to 95% of people who apply. They are random people. I, I just taken my chance like, why not to hire, right? But, but in LinkedIn, what is, what, what I love about, if you build your personal brand and then you say, Hey, I’m looking for a, uh, a team player who knows about this and this and this.

[00:09:22] Indrek: And when people start to recommend you, so for example, if, if I would recommend you, like Scott, you’re saying like, Hey, I’m looking for this website optimization guy who can, who can do this and this and this. I’m not going to digest a random person to you. I’m going to digest the first person I know who can do that job.

[00:09:40] Indrek: And if you have built your own network, like really strongly and effectively like that, You are getting like, uh, I’m pretty sure like five to 10 A players, uh, in with one post or one, one mm-Hmm. kind of a recruitment post. And I think that is massive because how much money and time you will save like that because you don’t need to go like and see like hundreds or hundred or 200 or, or plus job applications.

[00:10:03] Indrek: Like your own network is starting to recommend you. These correct people that you, and then, uh, you take them more seriously. So this is, this is like the personal plus the company brand that, that, uh, I think a lot of, uh, e commerce companies, uh, don’t realize how, how important it is and yes, it takes some time ago, some time to build that, um, but if you have that trust and you show that you really care about these recommendations that people make.

[00:10:31] Indrek: They will keep recommending you with the best people and, and, and, uh, LinkedIn is full of amazing talented people. So that’s just one idea. I don’t know how it resonated with you and, and.

[00:10:42] Scott: Well, well, well, it’s, it’s, I, I agree with that a hundred percent because a company is only as good as the people that, um, make up the company.

[00:10:51] Scott: So what you’re saying is, is that by having that, um, more cohesive, well designed. well messaged, um, uh, personal, personal profile coupled with a company brand that that’s just going to attract and, and perhaps help you to retain in the long run, um, a higher quality of person just due to the fact that you are elevating the overall I guess impression of the brand, right?

[00:11:21] Indrek: Oh yeah, definitely. Plus also what, what I see, but, so this is the thing. A lot of, uh, uh, LinkedIn experts, they talk about personal, uh, uh, profiles and et cetera, which is totally, totally makes sense because like 70 to 80% of content made LinkedIn is made with, uh, personal pages. But a lot of, uh, uh, the, the, the people ignore the company pages.

[00:11:42] Indrek: And, and this is where we mostly also expertise. But, uh, companies do wrong in LinkedIn is, uh, the content that they put out is, is not very good. And why it’s not very good? They only talked about themselves or, you know, look at us, we have a new product or, and they don’t do consistently. They, the, the, the main, main, main things that the companies do wrong is they, they don’t plan content.

[00:12:05] Indrek: And when they plan content, they do like copy paste from Instagram they put it also in LinkedIn. And that is completely wrong. Why? Because the audience in LinkedIn is totally different than in Facebook or Instagram. And the same way is other. If you’re planning content for LinkedIn and then you publish it in Facebook and Instagram, it also doesn’t work.

[00:12:25] Indrek: Instagram and Facebook are entertainment channels. LinkedIn is a business channel. So, so you need to think like, uh, um, like, uh, our audience is this and what is the value that we can start bringing to our audience? What is the value? It always needs to be value first, value driven content. And what is value driven content, especially in e commerce, for example, you can talk about, uh, uh, the people who work already in your company.

[00:12:53] Indrek: Hey, uh, why Scott is working with our company and who is, who is Scott first of all, and why is he working in here? Like Scott is this, he has done this, and we, we try to personalize these things. And then for example, content, what we can share, like, it’s not like, uh, look at us, we are an amazing e commerce shop.

[00:13:09] Indrek: No. Um, what are the strategies? That we got here and we can share with our different mind. Like, uh, there was, uh, uh, one CEO, uh, that, uh, uh, he publishes, uh, strategies, how he built, like, I don’t know, 50 million, a hundred million, uh, uh, valuation company. And he shared in, he’s sharing with him in his LinkedIn posts.

[00:13:33] Indrek: Uh, the strategies he has taken or the steps and how he does it, etc. And then one comment, the guy asked, Hey, are you not afraid that, uh, you’re sharing all these steps and how you do it? Like people will copy it. He said, that’s why I’m sharing it because the information that I share today for us, it’s already old news because, uh, We are always improving and building new strategies.

[00:13:55] Indrek: The strategy I’m sharing now is that how we got to there and now, but now we want to build a half a billion revenue or something like that. Then we need to do new strategies and, uh, In six months to one year to five years, I was sharing those things for you also. So you are always, uh, value, value driven.

[00:14:12] Indrek: You are, uh, uh, sharing the insight, the industry insights, et cetera. Uh, so that people see that you are the expert in your field, you have experts in your field, in your company, and then people started to trust you and, and they want to, uh, so to say, join the company because again, people join because of people.

[00:14:34] Scott: And so are the Is the content that you see to be very effective? Is it a lot about the culture of the company and what it’s like working there and the people that are involved? I mean, that’s definitely one area. Are there other types of? Content that you recommend that a company and or a senior executive within the company might, might post?

[00:15:00] Indrek: Yeah. So, so there again, like there are different tactics with the company, company, uh, accountant, personal accounting, uh, the, the topics can be the same, but how you write this orderly different because when you write as, as a person. You put your own thoughts, like, why I think it’s like that, but if you write it as a company, you need to know, like, uh, why we think, and then it’s the company, company culture.

[00:15:22] Indrek: So the culture thing, that works really well. And I, I don’t, I’m pretty sure, like, if, for example, uh, the Netflix culture tech, uh, was, was, will be, uh, launched in, uh, first of all, in, uh, LinkedIn, I’m pretty sure it would do, like, uh, Couple of million views easily because like sharing the kind of a culture deck or how we pick our people or what are the Because we you are you are showing who you are looking for.

[00:15:47] Indrek: So yes these people who you’re not looking for. Of course, they will not Apply for jobs because they see oh my god, that’s that’s a very high barrier or we have this But if you’re doing it with your personal profile, you already have your tone of voice is totally different. And it’s really, really important that you do not speak to everybody.

[00:16:06] Indrek: You only speak to your ideal audience that who are you trying to connect with. Because if you’re trying to please everybody, then it’s like your toothpaste. Like, uh, I couldn’t agree with

[00:16:17] Scott: you more. I think it’s interesting, too. I mean, when you are working with a client, are you recommending the types of content that they, uh, that they’re creating?

[00:16:29] Indrek: Oh, yeah. 100%. So, and before the content, content, uh, when we started to do content, so it takes about like sometimes, uh, three to four months before we make the first content piece with the customer, depending on the customer.

[00:16:42] Indrek: So, because it’s the really, really important thing is the number one step is that, uh, you need to make, even if the people have like 10 years or 15 years of being in LinkedIn, the number one step we always try to do right now is we do, training for key people. What is LinkedIn? How it works? How the algorithm works?

[00:17:01] Indrek: For example, a lot of people have no idea that, for example, adding a comment that is longer than eight words equals to 15 likes. Approximately. So we always encourage your own people to start adding comments to the posts. Okay. And the comments need to be valuable. These comments like say, Hey, good luck and well done.

[00:17:23] Indrek: These are sort of say BS comments that we don’t recommend at all. So, and, and there are other, other, like these kinds of things that, that, uh, first of all, your own people, they need to know how they can contribute who wants. And also what we talk about there. Is, uh, how your LinkedIn profile should look like, because again, like I made the example first, the background image, then the headline, then the about section for senior management, the key people, it needs to be filled out then.

[00:17:53] Indrek: And it needs to be look proper because the, you guys are the, are the people who are the front force of the, of the company. So for example, if you are hiring senior talent, uh, the studies also show that, uh, Over, I think, like, uh, 60 or 70 percent of people in the, in the, uh, in, uh, office workers, they come to LinkedIn and they look at the CEO’s profile and then they look at the company profile.

[00:18:17] Indrek: So the CEO or, or C level people, they already need to look like, because most of C level people, like, I see they are a CEO at X company. What, like, what, like it doesn’t tell absolutely nothing. And then we do a strategy for the company page and also for the personal pages. Like, who is your target audience?

[00:18:35] Indrek: Uh, what is the purpose of the co uh, channel? Uh, is it employer branding? Is it uh, company branding? Is it building trust with the collaboration partners? And if we know who, who’s your target audience and we know what is the top, uh, or what is the, like, for example, you wanna build trust. And your target audience are CEOs, for example.

[00:18:53] Indrek: Then we can start suggesting, uh, uh, content topics. What would be the most beneficial for CEOs? If you want them to start reading your content, what is the content they would like to see? It’s not, it’s not the content that we think that should, should work. No, uh, we need to think backwards. Like if, if you are the CEO, you maybe have five minutes per day, In LinkedIn, and what would be the content that would speak to you?

[00:19:18] Indrek: Like, uh, for example, in e commerce, uh, like, uh, for example, if you have done it, like, uh, what do CEO’s care about most of the times is, uh, revenue, cutting costs, and then maybe recruiting. Like, or getting the best talent. So the topic should be around that. Like, how we, for example, in Ecommerce, I am following one, he’s not Ecommerce, but he builds a software tool.

[00:19:45] Indrek: I think his name is Andy Robinson or something like that. And he made a post about how we grew a company to 20 million annual recurring revenue with 12 people. That’s pretty cool. Okay. That’s fantastic. Because how, like, what did, like, and then he put on like a very long, long post, et cetera, and, and getting those kinds of insight, like, who are the people he’s recruiting or et cetera, like adding those kinds of items.

[00:20:11] Indrek: I’m pretty sure CEOs and entrepreneurs and, and founders, they love to read about these kinds of posts, et cetera. So, so it’s like this kind of a process. And also. In between the strategy and said, we, what, what, uh, what we mentioned, uh, with the personal profiles that, uh, that we told the tell people how it should look like, but very few people make the changes.

[00:20:32] Indrek: So in the between also, we, uh, we go into a company and then we try to fix like about at least like maybe there are 10 or 20 or 30 key people’s profiles also that we do the makeover for. We write the text, we do the profile. So it’s all unified, same branding, similar background When, when you’re starting to recruit people, you see that everybody has similar background image, other different messages, but they have the same colors, etc.

[00:20:55] Indrek: So it’s like brand unification. So that, um. So that the people who want to join the company, they see that they are a team, not that everybody is totally different with their backgrounds, et cetera. And you cannot force changing the person profiles. People need to understand why it’s necessary, why we want to do these changes, and then who wants to do the changes.

[00:21:18] Indrek: Like, sorry if I’m going too long. No, no, this

[00:21:21] Scott: is fantastic. And then, are you, do you also work with, the key stakeholders of the company in terms of interacting on LinkedIn, let’s just take a scenario that you just, spoke about, which was , the long blog post about, uh, getting to 20 million, annual recurring revenue.

[00:21:40] Indrek: Yeah. Yeah.

[00:21:42] Scott: But when people interact, do you recommend, like, let’s just say that I interacted with that post, would you then recommend that, that the, the author of that post then reach out to the people that, that are interacting with that post to develop that network? I mean, what, what is there, is there some type of a process that you, uh, would recommend to listeners and how to develop that network through, mutual interaction?

[00:22:09] Scott: That’s

[00:22:09] Indrek: Oh yeah. So, so, so this is again, like, uh, I’m, I’m, I’m, uh, warning you, your, your listeners. It’s going to be a longer answer anyway, but, but, uh, it’s, uh, so there is a multiple processes, uh, that, that, that, that are possible to do there. So it all depends, for example, with the personal profile also, what is the goal of the, of the profile or the posts?

[00:22:30] Indrek: Is it lead generation? Is it direct? Uh, building your own network, much stronger. Uh, is it the building a community and et cetera? So it all depends. For example, let’s take, for example, your goal is to get sales. Like I want to get sales leads with the, with, with that. And, um, and this is also what, what our partners in Germany show me.

[00:22:48] Indrek: And it’s, it’s, it’s really brilliant. But what I, what I like to see, so they are calling the, the, the comments and the reactions, the likes, uh, uh, so to say. Uh, sales insights, basically. Mm-Hmm. . So, so this, so if, if, if I post something and you like it, for me, it’s an insight that you like the, what I do. So what the, what the process looks like, then, uh, what we recommend definitely that the profile owner, if possible, would, uh, first of all.

[00:23:15] Indrek: Uh, respond to all comments and start into conversation. So that is really important. That is that that that shows that you care and you take the time and etc. So then the second step is that you can export all the people who like the comment and into on a spreadsheet and then you take a look at all of those people’s profiles.

[00:23:33] Indrek: For example, their. Their job titles and where they work. And then you can see how many of those people that are in your target audience, for example. And those people who are in your target audience, we recommend that please add them to your network then. And then, um, what our German partner, uh, he, he, he does it like that.

[00:23:51] Indrek: Like he, uh, he, when he sees a like, then he just asked them with a simple, simple message that, Hey, thank you for liking my posts. And, um, When he added a comment, then, uh, you basically can add a more personal message. Hey, your comment was very insightful. That why, what the, uh, what was the reason that, uh, you, you, I really thank you that you wrote, uh, wrote it and what, what made you write it and et cetera.

[00:24:14] Indrek: So what can we do more? And, and, and the reason is why you add them as friends is because if they accept your connection request, they will see the next, uh, three LinkedIn posts also what you do. So if you are making quality content and you see that they reacted and then you add them as your friends and then you make a similar kind of content and they put a like or comment to it, then they will start to see more and more of your content and that’s how they get to know you, these people.

[00:24:44] Indrek: And for example, My German partner, he showed me like, you can see a really cool statistics in LinkedIn. Like, uh, who are the companies that saw your post? And this is also only you can do it with your personal profile. What are the companies? What are the job titles? What are the location? And, and you get those statistics.

[00:25:00] Indrek: And for example, let’s say in this action sheet, you saw that there are, there are like, uh, two companies that, uh, you are really interested of getting customers. And let’s say there are companies that have like, uh, uh, let’s say a thousand plus employees. And then you start to add these key stakeholders in those companies into your, into your network.

[00:25:19] Indrek: And they always start to see your content. And then, uh, my friend, uh, my German friend, he, he showed me like a, uh, a company, uh, CEO from, uh, from a half a billion dollar, uh, revenue, uh, contact that said, Hey, you are really good content there. I like what you do. Basically. He wrote that. And then, uh, they take the conversation and let it get longer.

[00:25:38] Indrek: And it took like a week or so. And then the CEO introduced to the head of sales, my friend and said, Hey, we need also this LinkedIn stuff and, and, and, and how to be in complex sales. And now they, they made a one year deal with, with, uh, with, uh, With the trainings and how to start producing content themselves, etc.

[00:25:54] Indrek: So it’s a long process, but if you, if you, uh, know exactly your target audience, you, you, you track them, you, you add them, you communicate with them, you build a relationship with them. And if you make content, uh, quality content, then like, that’s how the deals are made in social media. So that’s really cool.

[00:26:12] Scott: Oh, it totally did. And that’s a, that’s a great piece of intelligence in terms of the number of posts that they will then see after, after they’ve been added, after they’ve liked and then you’ve added them as a connection. Is that correct? Yeah. And then it’s three. So, so that’s huge. And that kind of like validates and it makes it, um, worth the effort if you are, you know, But you really have to stay on top of it.

[00:26:39] Scott: You have to stay on top of, of the, the, the activity on the post that you’re sending out, um, in order to get the most out of it. Now, how about Sales Navigator? What are your thoughts on Sales Navigator?

[00:26:50] Indrek: Yeah. And I just want to say, uh, to the, to the last topic that, uh, the, the, the, the algorithm stuff that I’m, I’m mentioning, like three posts is that this is always changing.

[00:26:58] Indrek: We, uh, I’m also learning from other LinkedIn experts, like, and, and, uh, what is the average, et cetera, how it works, et cetera. So just. It’s constantly changing and evolving, but this is what we see. And the thing is also, you don’t need to do everything yourself. Like, this is, this is why you get experts that, that you agree what they do and who doesn’t.

[00:27:16] Indrek: But this is something I really recommend not to give, like, full control to somebody. That, hey, do some kind of post, whatever you want, and engage with them. So, because the thing is, I can, for example, I take in charge of your, uh, your personal LinkedIn account. Uh, it is. Not my reputation that I’m damaging them.

[00:27:32] Indrek: If I, if, if you don’t have control, it is your reputation and that is really, really powerful in LinkedIn, your reputation and how you build it. So make sure that you have all the processes and et cetera, ready to do how it works and, and, and agreements. But, um, now when we go to sales navigator, I think sales navigator is definitely.

[00:27:50] Indrek: One of the best tools that there, there is out there. So for, for searching for, for finding the right people for uh, and the a hundred dollars or $120, et cetera, a month, that’s, uh, that is, uh, nothing compared to the time it’ll save that. That’s, um, yeah. ’cause I think

[00:28:08] Scott: it’s like 99 bucks a month. It

[00:28:12] Indrek: depends what, uh, what, uh, uh, package you take and also is it the yearly package or you make a month by month?

[00:28:17] Indrek: So month by month is always more expensive, but, uh, I’m just giving you one example, like, uh, how it will save you a lot of hours. So for example, if you’re looking for leads, these are people. And for example, let’s say you’re looking for, uh. Uh, company size, uh, 11 to 50 people. And, uh, these are e commerce shops.

[00:28:37] Indrek: You’re looking for CEOs. Let’s say you’re looking for in from Texas and then you get maybe, uh, I don’t know, 1, 500, uh, people in, in those days. So 1, 500 people, it takes you about, I don’t know, quite like, Maybe to go through all of them and take a look, but there is a small filter in, in the, in, uh, in the, in the people search in the lead search, which is, uh, show me the people who have posted in the last 30 days.

[00:29:03] Indrek: and you, if you click that filter, then let’s say the initial resource is 1,500, it’ll go to maybe 200 to 300 people and 200 to 300 people, you can go easily in one week. And why you should focus on them, because these are the people who were also active in LinkedIn in the past 30 days. So there is a higher chance that these people will respond to you.

[00:29:23] Indrek: They will accept your connection request, or they can even, uh, you can start some interactions with you. And that already saves you so much time. And that was just one small example.

[00:29:32] Scott: Yeah, that’s a, that’s an awesome suggestion. I’m going to, I’m going to hop on that myself. Um, and if you were to describe your, your ideal client, who, who would that be?

[00:29:45] Indrek: So for, for us that we are, we are, we are looking for mainly, It can be B2B or B2C, uh, companies, uh, but, uh, the, the staff, uh, staff, uh, there should be more than 50 people, uh, in the company because we, the, the company page, because, uh, as we want to work, uh, work with company pages, it becomes more relevant when the company is a little bit bigger and they want to build their personal with a company brand and employer branding, uh, because, uh, less than like, it’s also tied to revenue.

[00:30:16] Indrek: We have some companies who have like, uh. 35 people or 40 people, they have a high turnover. But, but again, like, um, in, with smaller companies for, for us, I say that for me, it’s the, it’s the way that the company page doesn’t make sense because, uh, it’s very little ROI and, and, and you invest a lot of money.

[00:30:33] Indrek: So bigger companies, but there are still small companies in terms of, uh, US size, because small to medium then. Like, uh, 50 to 500 people. It’s still like small, small companies for you guys. But, uh, for in, for us in Estonia, these are already like, uh, medium and big size companies. It’s just the market size, but they’re working with these, these such as companies because, uh, We see that the best growth and also there is not so crazy, uh, uh, bureaucracy that, uh, for example, we have one customer, like a huge corporate.

[00:31:05] Indrek: We need to get the six signatures to, to change the background image or these kinds of things. So, so that, that, that process can take like two months. So, so we want to move, move fast and, and, and, and get the, get the results that, uh, that, uh, the customer deserves in, in, in LinkedIn.

[00:31:24] Scott: That’s awesome. And then, you know, I’m looking at your website right now and you have different, different packages that, that you offer from, uh, a profile makeover to, as you mentioned earlier, um, specific training, employer branding, uh, recruiting.

[00:31:40] Scott: So you really. It appears to me it’s, it’s, it’s, it’s very clear, you know, in speaking with you, uh, before we recorded as well as during this recording that, that you definitely know what you’re talking about in terms of LinkedIn. Um, what’s the, what’s the best way for somebody to, to, um, get started with you?

[00:32:01] Indrek: That’s easiest just connect on LinkedIn or, or just get there. Connect on LinkedIn. Go figure, go figure. Yeah, exactly. Not a, not a big shocker, but it’s a, the thing is, but what I also saw, these guys are specialized. So in Estonia, the, the, the market is so small and, and people have told me that why you have specialists in online?

[00:32:21] Indrek: LinkedIn with and you are narrowing your niche and et cetera, but because there are other agencies who do LinkedIn, but they also do Instagram, TikTok and all those different channels. But, but what, what I truly believe is like, it’s really, really difficult to be an expert in, in all, all these, uh, two or three or four different channels because all the algorithms, all the small details and so that they, you know, It makes a big effect.

[00:32:43] Indrek: I know we have a lot, we have some customers here in Estonia. They, they really do not care. Uh, as long as content comes out of your, uh, social media channel, we don’t care. Like, uh, they don’t, uh, uh, algorithm a little bit like that, but, but, but, but again, it’s the same, like, uh, optimizing in Google or, or anybody, anybody else, like the same optimizations that you do in e commerce shops.

[00:33:05] Indrek: Like you need to, like, it, it, it, it, It’s not the 90 percent that everybody knows that’s relevant. It’s the 10 percent that the few people have no idea that is more relevant. And that is, that is where the, where the expert expertise is, is that it’s like, uh, like a pro athlete also the same, like, uh, they don’t go better, like five to 10%.

[00:33:24] Indrek: The margins are 0. 2%. They get better every year. And, and, and that’s a huge, huge difference. Like that’s the, that’s the main thing that, uh, what I see in specializations, the same with you. Yeah, absolutely.

[00:33:36] Scott: You know, focus is a competitive advantage and, and I couldn’t agree with you more on, on, on, on focusing.

[00:33:45] Scott: your efforts on one specific platform because it just is way too hard to keep up with everything. I mean, it’s just, it’s impossible to do everything well. Um, that’s excellent. Well, is there anything else that you wanted to add that, that I didn’t ask Indrek?

[00:34:00] Indrek: There is always, there is always something to add because I, I, I enjoy talking and I really enjoy the, the, the, the, the questions that how you, uh, you ask very specific things.

[00:34:14] Indrek: And I really hope that, uh, The answers that I have given were not too, so to say, were also value driven, so to say. I really, really hope that, uh, you and your listeners also got some ideas. Oh, yeah. And again, like Yeah,

[00:34:29] Scott: absolutely, without a doubt. That was, um, packed with a ton of value. And, uh, you know, I can definitely see I really like your approach to it, too, in terms of, you know, And there’s a lot of talent because that is something that if there’s one differentiator from company to company, it’s talent.

[00:34:52] Scott: And in today’s world, that is, um, it’s, it’s mission critical. And so, but it is a process. So it’s something that When you want to go hire somebody, unless you’ve done the hard, in quotes, the hard work before, you’re just going to be limited in terms of your talent pool. Whereas as, as compared to somebody who, um, you know, has, has spent some time and invested, uh, some time and energy in terms of managing the network, um, delivering and creating and delivering and distributing some content, some valuable content that’s relevant to their content or to, to, to their objective.

[00:35:33] Scott: And to their overall goal that that’s the way to really leverage the most out of the platform. So it, it takes time, it takes focus and energy and some investment, but the payoff can be huge because that one or two, one or two better hires can definitely make or break your entire, um, your entire business.

[00:35:56] Indrek: Yeah, that I, I a hundred percent agree because I, I, yeah. If you, if you work with, uh, with, uh, how can I say, B, uh, B player, and then you, you, you upgrade to A player, you, you, you feel the difference. If you, if you’re working with the B or C player, you don’t feel the difference, but when you’re hiring an A player, then, then it’s sort of the second, second thing.

[00:36:14] Indrek: What I, what I, what I, I don’t know why my short career has, has learned that one thing is talent that makes a difference. And the other thing that cannot be copied is, uh, customer service and culture. So because what I see with e commerce companies and also software companies, uh, it is quite easy to replicate.

[00:36:32] Indrek: It is very easy to replicate some, something technology, et cetera. You can just copy it. But what you cannot copy is just talent. And the other thing is culture and customer service. If you have a Fantastic customer service. Then, uh, I think, uh, one of the biggest, biggest inspirations also for us has been Zappos, like, uh, uh, the delivering happiness book and, and, uh, and, uh, how unfortunately Tony Hsieh, he’s not with us anymore, but, but, uh, but, uh, how he built and, and, uh, Innovations he made in customer service that the book, uh, I think it’s still one of my, one of my top, uh, top five books to, to read and, and, uh, and, uh, just thinking about customer service totally different is, is, is really amazing.

[00:37:13] Indrek: Just wanted to add that.

[00:37:15] Scott: Yeah, it’s all about the people at the end of the day, right? And that’s what and that’s what you’re helping with is is is attracting and retaining better people Um, it makes your life a heck of a lot easier when uh, when that’s the case Um, well, thank you very much Indrek. I really appreciated you Uh, you joining me on the show and sharing your words of wisdom from Estonia a beautiful country It’s on my list, by the way, it’s on my list of european, uh european vacations Um, well, thanks very much.

[00:37:44] Scott: I really appreciate it and we will talk to you soon Yeah. Thank you, Scott. I enjoyed it. And, uh, enjoy your week. Excellent. Thank you.

[00:37:51] Indrek: We’ll talk to you soon.