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Actionable growth hacks to help architects improve their sales, marketing, and social media skills.
Alex: looking for you in terms of
guidance around how would you approach.
a new business starting out on LinkedIn,
which to me, it's an opportunity,
Tyler: That is Alexander Buckridge
and architect based in NYC that
is in the process of starting
his own architecture firm.
And if you're an architect interested
in how to leverage LinkedIn and
other channels to acquire clients,
then you don't want to miss this.
I tell Alexander the secret way that
companies grow their LinkedIn following.
Alex: Ah, I didn't know that.
Tyler: Then we dive in how to manage both
his company page and his personal profile.
Alex: Cause I wasn't sure how to
approach that in terms of, running it.
And I think, yeah, it makes more sense.
Tyler: And we end by covering how to send
a proper launch email out to your network.
Alex: Let's say I would send it out
as Hey, this is upcoming individually.
Is there like a tactic,
Tyler: Let's talk about, LinkedIn,
it sounds like you've been exploring
some opportunities of building
relationships on LinkedIn and maybe
looking for opportunities there as well.
Alex: this week, I set up,
which takes five minutes.
It's obviously not a big deal of
setting up your own business on it.
But what I will say is that as it is a
new, fresh thing, and I would love to
get your thoughts on it as well about as
I'm going to launch the brand, as I want
to use it more intentionally to direct
traffic to, and speak to people who would
be interested in working together, would
be get your thoughts on, frequencies and
just generally As I launched the brand
and leading up to it and driving traffic,
through, studio Bucky versus myself.
and, I would be curious just to get your
thoughts on that as well, because You are
a LinkedIn pro, looking for you in terms
of guidance around how would you approach.
a new business starting out on LinkedIn,
which to me, it's, an opportunity, right?
it's a blank slate I've been posting,
but, this is a bigger play to a certain
degree and maybe, another direction.
Tyler: Yeah.
Yeah.
So this is important.
So you have a LinkedIn personal profile
and you're saying you've started a
LinkedIn business page for Studio Bucky.
the basics of this, I think important to
understand, one, so there's some great
things with when you start your own page.
You can invite up to, I think it's 250
of your own connections every single month
Alex: Ah, I didn't know that.
Tyler: right?
So it repeats every month.
So you're going to see a zero out
of 250 on your company page and your
company LinkedIn page, and you can
go ahead and it's annoying because
you have to literally manually click
250 people that you want to invite.
But you can also filter it.
maybe for you, it's filtering
down to people in NYC, it's
filtering to a specific
Alex: Yeah,
Tyler: you know, that they're working
on and you can go ahead and just invite
them to it and then they're going to
get a notification and maybe 25 to 50
percent of those people are going to
accept that invitation and that's fine.
So I'd focus on that for the
first few months, just on Studio
Bucky, just to get it up to a
point where it has, few hundred.
People
following it.
I think that'll be good, but what's
also, I think, important to understand
right now is that I wouldn't let that
company page distract you too much
I think the vast majority of your
value and where you're actually
going to find opportunities is going
to be through your personal page.
And that's for a few different reasons.
One company pages on LinkedIn
are just so much harder.
To get engagement on.
And I know this because I've helped with
several different ones, not own with
growth detect, but with monograph as well.
even just the level of content that
you have to put out in order for it
to really perform well it's different.
It's so much different and so much more
difficult to get there on a company
page than it is on a personal page.
So on your personal page, I don't
know if you have yet, but if you
haven't, I would highly recommend
turning on the creator mode.
Do you know what that is?
Alex: I don't.
Tyler: the steps are really simple,
but like anyone can Google this and
I'll probably put it in the show
notes as well, but it's just a button.
I think you go to your profile, you
click on somewhere there's a turn on
creator mode, but it's two steps do it.
What's important with that creator
mode is that it gives people
the opportunity to follow you.
Instead of just connect with you, right?
when we're talking about linkedin,
there's a few things, right?
You want your profile to be public There's
absolutely no point in a linkedin profile
being private or requiring someone to
know your email before they connect with
you Like that is the most Anti business
development thing you could possibly do.
Like you don't want to add more friction
to the, to building a relationship.
You want to make it easy and seamless for
people to build a relationship with you.
But, it even lowers that, that
barrier to entry into your world and
your environment even more by giving
them the opportunity to follow you.
So if you go to my LinkedIn page, for
example, I've got almost, I think at
this point, almost 30, 000 followers.
and that's not 30, 000 connections.
I might have half of that in connections.
There's going to be 15, 000 connections,
but 30, 000 people are following me
because they came to my profile and
they click the follow button rather
than clicking the connect button.
and so as a result, they still
get updates when I post things.
And so it just helps you.
It basically just helps you
build your network faster.
and easier if you're going to
be posting more frequently.
The, other thing is that I think you're
already starting to do this really well
on LinkedIn, just from what I've seen.
Is that you're actually, you're
kind of like building in public.
A little bit, which is good.
Like you've mentioned, you've
already announced that you decided
to leave snarkitecture, that
you're starting your own venture.
and it sounds like, maybe people
have at least supported you in the
smallest sense, but, reached out to
you because of that in the larger one.
So I think being like, especially over
these next couple of weeks, because
you said you want to launch the website
in July, like I think doing more of
that build in public is totally fine.
Almost like you're sharing your thought
process as it's coming to launch.
So you're saying we've been
working on the website.
Here's what we're focused
on now for the website.
Really excited to launch this on July 1st.
feel free to reach out if
you're interested in talking
about these projects, right?
Or maybe there's another post
being like, I've worked on a lot
of different projects with a lot
of different clients in the past.
here's the ones that I'm most
focused on moving forward.
let me know if you're
interested in chatting.
And you might not even, honestly, you
might not even need a CTA in these posts.
It's it's almost self evident, right?
Alex: yeah.
You're on
Tyler: in that situation and they're
reaching in there and they're seeing
that post, they might just reach
out to you and be like, Hey, I'm
interested in what you're doing.
And so it's not necessarily about
trying to turn every single post into
a call to action, right?
because people are going to follow
you for the value that you're
sharing, Because eventually, again,
I think right now, first couple of
weeks, you're building in public.
You're being clear about what it
is that you're doing and maybe
even some of the challenges and
the decisions that you're making.
But you want to, you want it to be
more relevant to your potential clients
than to the architecture audience.
It's a little bit of a double edged sword.
will end up making a post
to other architects rather
than to their ideal clients.
because I think after it launches,
then what you're actually going to
do is you're going to do like value
posts and you're going to say, here's a
common challenge that X, Y, Z has when
they're doing an interior renovation.
here's what you can do to fix that.
they're very specific to
your client.
They're speaking and they're
providing free value to them.
And what that does is it helps
to elevate your authority.
It makes it clear that you know
exactly what you're doing and
that you can offer value to them.
And you'll notice that
there's this weird thing.
Like I see it on my profile as well.
There's posts that I know are going
to perform well, they're just great
at building my network a little
bit and getting my reach out there.
So if I want like a dopamine hit,
I'm going to post one of these that
I just know are going to perform
well, then you have the really value
posts and you'll see it even if you
scroll through like my previous posts,
there's ones that do really
well, they get hundreds or even
thousands of likes and engagements.
And those ones that get 50 to 100,
and those 50 to 100 are very specific.
And they're providing a
specific sense of, value.
and talking about addressing
a specific challenge, but as a
result, the people that engage
with that are much higher intent,
right?
So I can follow up with those people
that engage with that post and say,
Hey, are you interested in doing this?
Are you interested in starting
with, starting a project?
Thanks for engaging
with my posts recently.
is this a project that
you're working on now?
So you're almost using that as your,
that's like your warmup, right?
You're just monitoring who's
engaging with your things using you
as an excuse to reach out to them.
but yeah, there's a difference basically
between high intent posts, which are
generally going to be lower engagement
and then low intent posts, which are
probably going to be higher engagement.
Alex: yeah, no, that, that makes sense.
there's, similar principles in some ways
on, even on an Instagram and how you use
it as well in terms of that kind of thing.
that's helpful in terms of when I
share stuff, from my personal, which,
was speak to behind the scenes of the
next few weeks and thoughts and also.
I was just wondering about, do you
put, the company in it tagged or
Tyler: Yeah, I would do that.
you could tag your own company, make
sure that what you have to be careful
of whenever you're tagging someone
in LinkedIn or something in LinkedIn,
is that if that entity doesn't then
engage with that post, it actually
like decreases the reach of it.
So if you tag StudioBucky in your
post and you post it, just head
over to your StudioBucky account
and make sure you engage with it.
You're engaging with yourself, but like
go and like that post and maybe even
leave a comment, like excited about.
Next few weeks are excited
about launching in the next
few weeks from the studio Bucky
Alex: Why is that?
It's just a analytical thing,
Tyler: Because they assume that I think
the LinkedIn algorithm just assumes
that if you're tagging someone in a
post and they're not engaging, then
that means that you were just like
fishing for engagement from them.
And so they're going to devalue
that post, assuming that it was
like a, almost like a spam attempt.
Alex: Interesting.
Tyler: so it's something for everyone
to know if you're tagging someone in
a post, you want to make sure that
they're actually going to engage
because if they're not, it's going
to actually, it's going to hurt
the reach of that post in general.
Alex: Wow.
Tyler: the other thing to do on your
profile is make sure that, especially
with all of this branding, like
toss in a LinkedIn header into the
branding that your partner is doing.
And then also in your featured section,
when you turn on creator mode, then
you have the opportunity to add a
featured section and you're going to
want to add a link to your studio,
Bucky website, as well as a social image
there, and the call to action there.
And even the call to action,
when you turn on creator mode,
because then you can add a button.
you can add a button below your name.
There would be chat about your project,
chat with Alex, start your project.
It's the same one that
you're using on the website.
but you're going to use that same one
and the LinkedIn header would be, click
the link below to start a conversation
and the featured section is going to be,
cook here to have a conversation as well.
Alex: Yeah.
Yeah.
So you're just getting that kind of going.
Tyler: You're getting that fly by.
So then you have multiple ways.
People are going to land on your site.
They're going to be able to
schedule an appointment with you.
People are going to see on
LinkedIn and you're putting them
all into the same funnel, right?
Because you're just going to
be optimizing this one funnel
for now on this one page and
getting them to book a meeting
Alex: Yeah.
Yeah.
Yeah.
No, that's, good.
Cause I wasn't sure how to approach
that in terms of, running it.
And I think, yeah, it makes more sense.
I've
obviously built up my own
thing off that anyway.
So just keep going and tag it as
you go and just make sure that
the content is appropriate, it's,
speaking the right language.
Tyler: Yeah.
And I can send you, I'll send you
some links after our call as well
for some things that I put together.
I'll also share that in the show notes
here, I've written one specifically
about exactly what to do on your profile
to set that upright, and then I've
written a couple about content as well,
so I'll share both of those with you.
Alex: Perfect.
Yeah, no, that's great.
that'll allow me to drive that.
Tyler: But I think, you're going to find
the highest intent leads out of LinkedIn.
Alex: yeah, I think that's right.
Tyler: probably, and that's,
it's almost like a slower, it's
that more long-term relationship
Alex: The longer
Tyler: of talking about, like
you're already doing in person.
Yeah.
the LinkedIn is going to be a longer play.
I'm sure that Instagram,
you should test it,
Alex: I
Tyler: Instagram's going to be.
I would imagine it's going to
be more of these like one offs.
Like people are going to come in and be
like, Hey, I'm ready for a project now.
This is exactly what I
was looking for.
and that might happen.
I don't know, once every few
months or something, or once
a year, I have no idea, but
Alex: yeah.
Yeah,
Tyler: yourself out there and see which
one, see where you're getting the best
leads is probably what I would do.
Not that you have to stop doing one or the
other, but it tells you how you can focus
attention one way, one way or the other.
Alex: yeah.
I think I just, yeah, I'll try and do
both for the next few weeks here and
just see how things pan out in terms of
like with the launch of the brand and
the build up to that, which is helpful.
ultimately it's a poster, Hey,
websites live, blah, blah, blah.
it's I definitely want to explain
a bit more about the brand.
And I think Martha is going
to do that herself in terms
of her own post or whatever.
I might just get her to
tag me in it or something.
And, that, I think that's
just a nice way to do it.
and yeah, I do need to sit down and
start working out my content for
the next few weeks now, you know, so
it's, just particularly about that.
Tyler: Yeah, you can do that.
Something else to think about
with a launch, which I now
have, experienced multiple
times, launching my own brand or
launching, different features and things
that are happening through monograph,
it's that, a single launch will not work.
You have to continually remind people that
you've launched something that they're,
or else they're not going to know.
So I wouldn't think of it
so much as a singular event.
Like you could have a
launch week instead, right?
You're going to obviously have a
day where you're like, it's live.
It's opening.
I would post that the next three posts.
I would continue to
remind people it launched.
this is what, here's one
of the sections, right?
Um, it launched here's another section.
So it's almost actually each of
the sections that you have on your
Alex: I was just gonna say, be about,
Tyler: That's what I would do.
It's like a shorter version of that
or to screenshot of it and something.
And so you're just continually
reminding people that you've
launched because if you don't.
singular day launch is not going to
perform the way that you want it to.
You're going to get the most juice out
of it if you just continue to remind
people that this is something that you're
doing and even if it's a monthly exercise
for the first year where you're like,
to all my new followers.
just so you know, like I've
started my own practice.
Here's what I'm doing.
This is what it is.
yeah, you just want to
continually be, Hey,
Alex: yeah.
Tyler: where I'm at.
This is what's going on.
Alex: you're gonna turn
into that annoying guy,
Tyler: yeah, you think that it's
annoying, but it's actually not.
I think that's the funny thing about it.
It's we have so much hesitancy
about doing that because we're like,
someone's gonna, someone's gonna be,
someone's gonna leave a comment that's
saying, you just posted about that.
I know, you just mentioned it a
Alex: Well, I did, yeah, I guess.
Tyler: they're not going to.
Or if they do, it's just yeah, but
I'm trying to, I'm trying to remind
people, to do it because 90 percent of
your audience didn't see it the first
time you posted it.
Alex: And it's hey dude, cut me some slack
here, I'm trying to build my own dream.
Yeah.
Tyler: yeah, building a dream over here.
Alex: yeah, it's just come on, it's give
me a second, and then the LinkedIn thing,
it's more thinking about those posts.
launch week, I think
is a really nice idea.
and then, yeah, another thing just about
rollout, separately is just in terms of
email, I've obviously got a lot of people,
so you would just send that out as an
email as what's your, because you've done
like a couple of launches, you said, so
obviously, you've got LinkedIn, you've got
your socials, what about your email thing?
Is, do you think that's just like a Hail
Mary situation of yeah, boom, everyone.
Tyler: You could consider how
many people do you have that
you want to send an email to?
Alex: there's a hundred
quality ones I would say.
I
would
Tyler: that's awesome.
That's amazing.
So I'll tell you what I
did when I was switching.
Tyler Tactics to Growth Attacked.
that's a weekly newsletter.
And so actually I think for either
the three or four weeks leading into
that, I said that it was happening.
And so
I gave them, I said, Hey, just
so you know, Tyler Tactics is
switching to Growth Attacked.
This is the new brand.
It's happening at the
beginning of the year.
And that was my reminder at
the top of every single email.
because I had learned from
these experiences, right?
You can't launch one time and expect
people to know if they see an email
from growth detect land in their inbox
after seeing Tyler tactics for a year.
They're not going to know what it is.
so you could consider maybe
building out a sequence for these
people and saying, Hey, I'm like
the first email is, If you haven't
heard, I'm a, this is where I'm at.
I'm going to be launching my website.
I'm going to be launching
it in a couple of weeks.
I'll keep you updated.
hope to hear back from you
soon or something like that.
And then you're giving yourself
an excuse to then send another
one that's Hey, websites live.
take a look, let me know what you think.
Alex: this would be to
individual from the work email.
Let's say I would send it out as
Hey, this is upcoming individually.
Is there like a tactic, for, how
you like say I have a hundred Do
you bcc, is there a way to put that
into like, where it all goes out or,
Tyler: that's where it would be
good actually to use something,
Alex: like a plugin.
Tyler: I use ConvertKit
to manage my email list.
You can't legally put people into an
email list unless they've opted into it.
so you could look at something like
even like MailChimp or something like
that, you could use a tool like that.
You could do the blind BCC, with the
entire list and things that you're
doing with that, but what you have
to be really careful about, because
you have a brand new domain name.
Actually, this is something
that I wouldn't expect any
architect to know, but right.
You have a brand new domain name,
and if you send out from your brand new
domain name, from your brand new email,
100 or 200 emails in a BCC, that's
going to get flagged by Google and it
will probably actually end up in spam.
Because you haven't spent any time
to warm up your email address.
So if you want to do that, I would
consider you could literally Google this.
There's different like
warm up email tools.
They're relatively cheap.
It might be like 19 or, 40 bucks
a month or something like that.
But essentially what it does is it
warms up your email such that when you
send out 100 of them, your domain name,
isn't going to get slammed by Google.
Or something like that.
And so
it literally warms it up.
Just, it warms the domain itself
up to, so that you have the ability
to send out a bunch of emails.
If not, then I would be sending
those emails one by one.
That might be a safer way to do that.
If 100, maybe you're just trying
to send out like a, maybe it's not
a sequence and you're just trying
to send out like 10 or 20 a day.
But just be careful.
Like you do want to monitor, you
want to monitor, make sure that
it's landing in their inbox,
um, and not in their spam, because if it's
landing in their spam, then you want to,
you're going to need another approach.
Alex: Yeah, fair.
Tyler: It's re they've recently gotten
more aggressive with it, which is why it's
even more pertinent and important now.
they've really hammered down on, spam
Alex: Yeah, I'll take a look at the warmup
and yeah, maybe, figure out a little bit
of a tactic there with, how that goes out.
Cause yeah, that's, it's important that
to get that in under their nose, you know,