Episode: 528 |
Brian Ortiz:
Brian Ortiz, Building a LinkedIn Audience:


Brian Ortiz

Brian Ortiz, Building a LinkedIn Audience

Show Notes

Brian Ortiz talks to Will Bachman about their use of various tools and CRM systems to manage their LinkedIn presence which has 70,000 followers.  Brian talks about his history in marketing, his move into real estate investing, his purpose on LinkedIn, and the CRM tools he uses. Brian explains how he manages the actual inflow of messages, especially when dealing with heavy volume. He talks about an interesting system where he can reply quickly by using specific keywords or dates in their replies, and how he uses LinkedIn’s data system which allows them to sort and segment by different criteria. Brian explains that he initially lost 50-60% of messages in the shuffle, but now he has a system where they can filter and sort messages into as granular groups as possible. He also has assistants who go through the CRM and spreadsheets to maximize the volume and ensure no important messages are lost.


Using AI and CRM Tools to Manage Message Flow

Brian talks about using AI and what he looks for when investing in projects. He also offers advice on how to manage viral posts and the volume of inbound messages has increased quickly. Brian shares the tools he uses based on the type of post or  his schedule for the week. He mentions LeadDelta, and the features this system offers. He also mentions FOLK, a system that is similar to Google Sheets, to manage contact information. Another go-to CRM system is Raindrop, which allows him to save messages in the system and it has an extension in Chrome. Brian explains how you can use LinkedIn to download and manage messages. He shares some inside information on LinkedIn’s messaging algorithm. He shares important tips on consistent patterns when messaging in large volume and the benefits of manual messaging. He also offers working insight into LeadDelta to avoid violating LinkedIn’s rules of engagement and how it competes with LinkedIn’s services. Brian shares how he manages his large volume of connections and why he keeps 400 open slots. He talks about the LinkedIn loophole he found and the value of messaging and not just following. 


Frequency of Posting Content 

Brian initially was hesitant to post content,  but with 73,000 connections, people send him lists of investors to him. He uses tools like Tap Leo, which shows other people’s highest engaged content to see what is popular and engages a high volume of views. If a gated post generates two or three million views, Brian sends a quick message to the creator, asking if they want Brian to share it. He also still posts investing or startup contrarian posts on LinkedIn, and follows around 100 people. He has trained his virtual assistant to recognize high-velocity posts and repurpose them for different content. He combines high-velocity posts to create unique insights into high-demand topics, and the engagement process improves monthly. Brian’s philosophy is that the time of day when posting is irrelevant. High-quality A+ content will go viral, and the algorithm will start determining how people are interacting with the post. The first hour after posting, the algorithm determines if the post is good, and the time of day is irrelevant. Overall, engagement will be similar regardless of the time. Brian suggests posting three or four times a week, allowing high-volume, high-engagement posts to fully extend. People expect a certain volume, but excessive posting can decrease perceived value. Brian  also talks about flubbed posts and what to do to increase the reach and engagement of your content, and also the two worst-performing types of posts, and the cost of a self-congratulatory post. 



06:49 Managing viral Linkedin posts

10:53 Managing the volume of messages

15:31 How do you use Linkedin other inboxes

20:09 How to deal with connection requests

24:41 The content strategy Brian uses

28:18 Time of day to post and frequency

33:05 The problem with patience and patience

37:44 Sticking to a general topic area





One weekly email with bonus materials and summaries of each new episode:

Will Bachman  00:01

Hello, and welcome to Unleashed the show that explores how to thrive as an independent professional. I’m your host will Bachman. And I’m here today with Brian Ortiz, who I have been following on LinkedIn. And he has built a growing audience. I think he’s just past 70,000 followers. It’s really taking off. And every time Brian posts he’s getting like 1000 comments and million plus views. Brian, welcome to the show.


Brian Ortiz 00:30

We’ll fantastic to be here, sir.


Will Bachman  00:32

So, Brian, you have been posting stuff about, you know, all sorts of resources around. Here’s a list of every family office in the universe. Here’s a list of you know, venture capital firms or here’s, you know, various tools for investors, lots of stuff around startups, and, and you’re getting tons of engagement. I have so many questions for you. I guess my first is, tell us a little bit about your history and about, you know, what your objective function is, with with this LinkedIn audience building that you’ve been doing? What is What are you trying to accomplish with it, and just give us some context there.


Brian Ortiz 01:12

So my history, I guess, I started off as a as a marketing person, late last century to date myself in the early 2000s. Here, so actually owned a marketing agency, one of the largest marketing agencies in the US up to two and a half decades ago, that was kind of the start of, of my career. It was interesting, because LinkedIn was was always there, I remember, it was just kind of latent. In the background, I had like maybe 500 1000 followers. For marketing, I branched off and became an investor. So I was focused on actually real estate investing. So I did residential real estate investing in in Connecticut. And I guess some people would, would call that taking a decade off, because essentially, I was out of the corporate realm. I sold all of my properties. Now, it’s about three years ago. So two years ago, a year and a half ago, I decided to reenter the corporate world, and I started looking at LinkedIn as an avenue to kind of expand my investment opportunities. I’ve always been a marketing guy. So the thought of being on LinkedIn intrigued me on on what was actually possible. I saw some people with with good engagement, 30,000 followers, 40,000 followers, I came across you will with one of your posts that went viral, that sparked an interest in me to dive a little bit deeper. That first post that I did that did well was unexpected, I guess you would consider it and people on LinkedIn considered it a contrarian type post that seemed to spark some debate, I got maybe 60 or 100 comments and said, Hey, I might be on to something. And then from there, as you mentioned, a lot of my philosophy is, is offering people access to certain resources that they may not have an easy time finding on their own. So once I started getting into offering resources and access to those, that’s when things really picked up this year, there have been some days where I probably gotten upwards of five or 6000 inbound messages coming in. There was a day where I think I got almost 10,000 connection requests in one day. So it lends itself to getting organized is is a high priority there because you don’t want to have 40,000 people waiting for you to get back to them. So I use a series of, of CRM systems to help me out with that.


Will Bachman  04:20

Okay, well, I want to hear some about some of that. And some of the mechanics behind that. So and before we recorded you were telling me that one of the objective functions is before you started this LinkedIn kind of publishing, you are getting one or two inbound requests per week, you know, a pitch decks, but now you’re getting you said a couple per hour. Tell us a little bit about so you’re really looking for opportunities to invest as an angel investor. And this is a way to kind of get some visibility and get some real access to deal flow.


Brian Ortiz 04:54

Yeah, absolutely. So I mean, initially, I felt One or two pitch decks a week might have been a reasonable goal. But now, just because of my on my profile, and it’s because of the content that I’m actually posting, it’s kind of attracting many of these startup people. And because a lot of the tools that I’ve built myself, I would say four or five of the main tools were startup growth tools. And those really attracted startup people to my profile, and I’m getting about one or two pitch decks per hour, I don’t want to mention how many artificial intelligence kids who are 20 years old, the I refer to people who are still 20, as kids, I’m getting probably, I would say, five or 10, artificial intelligence related pitch decks per day. Now, those are always interesting to see, a year ago, I would have never thought something like that would have come this quickly. But but it has. So deal flow has just been absolutely off the charts, my assistant goes through after we get get a pitch deck and just like a preliminary preliminary look through the pitch deck to see if it might be a good fit with my investment thesis, which is, um, I’m pretty much across the board and and how I invest. But a strong team of founders, something with a little bit of traction, something with a moat, that they can’t be annihilated if Microsoft decides to do something similar. But the deal flow has just been tremendous. And getting organized has probably been my my biggest challenge. As as the volume has just continually ramped up.


Will Bachman  06:49

Now, I’d love to hear a bit about how you manage some of these viral posts on on some of the practical matters of it. So you know, I have had a couple that went viral. And it’s sort of a little overwhelming, like you hope a post does well, but maybe not that well. Because if you get 10,000 connection requests in a day, that’s can take quite a bit of time to go through them all. And LinkedIn doesn’t really have great inbuilt tools to help when you get that kind of volume all of a sudden, I mean, it doesn’t have something that lets you say, Okay, let me just batch, you know, accept or reject or filter these or whatever, it’s one at a time. So tell us about how you are handling the situation, when you get all these inbound, you know, connection requests, or inbound messages. I know when I had like a couple of these viral posts, it the messages were coming in, like faster than you could even reply, even if you’re trying to play one after the other, you’d sort of catch one out of the river of the flow and your reply. And by the time you were done, like 10 More have gone by so tell us about how you’re handling some of these, but some of the tools you’re using.


Brian Ortiz 08:00

It’s like that, isn’t that the military phrase no man left behind. When when I see a message come in, and I 20 seconds later, it’s it’s buried 30 deep, oh boy, does that give me anxiety, I’m like, ooh, that I just lost a soldier here. So I have a whole battery of tools, and CRM systems, depending on on the type of post what I’m doing that week. And I could name three or four right off the bat. So one of the traditional tools, and it’s a real CRM, it’s called Lead Delta, that that’s probably I would say, as someone would consider a traditional CRM system, but lead delta is only it’s only function is to help you on LinkedIn. One of the good things about lead delta is you can tag you can star, you can place certain people on the top of your list. It’s a really good system. If you’re getting high volume, the only issue is that it piggybacks off of LinkedIn. So the system is going to be a little bit slow. There’s two other tools. There’s another CRM system called fork fo LK. That’s a very similar it has a similar layout if people are comparing to maybe air table or Google Sheets. Full has its own advantages too, because it can enrich certain context. So if you’re getting information, it has these magic systems where it uses AI to start populating email addresses and different things like that. So Folk is a different animal compared to lead Delta if you like to To enrich certain aspects, focus your your go to system. One of my other go to CRM tools is actually a bookmarking tool called raindrop. raindrop is killer, because I’m able to save actual messages into their system, and it has an extension in Chrome. Full has an extension in Chrome, Li Delta has an extension in Chrome. But I find I found that that raindrop was the absolute quickest. When I need to save something in a message. It’s one click, it’s it’s saved in raindrop and I can go about my business. Managing actual, the actual inflow of messages is is definitely a challenge, right? Especially when when you know, you’re getting like 10 or 20 per minute coming in. With that, I’ve had an interesting system too, as I’m replying very quick. Sometimes what I’m doing is if I know there’s going to be heavy volume, I may reply with a certain set of keywords, or I may reply with a with a date. So in my reply, I may I may put six dot 23 dot 23, which indicates Hey, I’ve responded to this set of people on June 23 2023. So when I have to go back and do a search, I know there might be, you know, a subset of 1400 people I know it’s a large subset. The other thing I do is, I don’t know if a lot of people know about this, but you can download all of your messages through LinkedIn data system. So you can click on LinkedIn sins, settings, and say I want to download everything. So if I download the entire database of messages, I think now I have like over 90,000, incoming messages, I can download that into a Excel CSV file. And now I have a system where I can sort all of those by by different criteria. So again, all of the CRM tools, everything that happens in in the Excel sheet, I’m just looking for ways to filter that and to sort that into as as granular of groups as possible. And you can do that I mean, LinkedIn, their their native messaging. I mean, to be honest, it’s probably their use case is probably maybe 500 messages or 1000 messages Max, when you start getting up there to 30,000 50,000 100,000. And you’re reaching like Gary Vaynerchuk levels, which I probably up to, you’ve got to you’ve got to avail yourself to all these other CRM tools and, and download, it’s the only way to go about things. But at first, when I started getting viral in February, I would say 50, or 60%, and 50, or 60% of the messages, or just lost in the shuffle. Now when the messages come in, there’s no there’s no person left behind. Everyone’s getting the tool that they requested. They’re getting it in a timely manner. I have assistants who are going through my see my my CRM, so going through the spreadsheets. So you know, I’m maximizing the volume, no, no pitch deck is lost, no important message of loss. If somebody sees something that looks important, they’re they’re storing it in one of the CRM systems. So yeah, it’s just been it’s been a process getting organized.


Will Bachman  14:00

So how are you actually getting all those responses out? Is that automated? Or are you having your systems do those one by one or


Brian Ortiz 14:12

entirely non automated, which people, people have a hard time believing LinkedIn? I’m going to tell I’m going to give some insider information. I think you’re going to trip LinkedIn ins messaging algorithm, if you’re sending more than about 350 messages per hour, and they’re all the same messages. So you can do more than that. You can send 400 messages, but you want to be careful and that there’s variation. So the algorithm is is looking for consistent patterns to say Oh God, this person is using a system like will x c or Expand the something like that. I’m not into all of that automation, I think you don’t really need it. But LinkedIn is keeping their eyes open their algorithm for certain patterns. And they can tell from my messaging that, hey, it looks like he’s actually having conversations in between these 75 messages that just went out in the last 25 minutes or so. So, yeah, it’s entirely manual. Someone might say, hey, the the work involved is high. But my assistant goes in to say lead delta. And the assistant is sending a lot of these. So I have assistants, my my country of preference, is Pakistan to find assistance. And that’s a whole nother conversation. But they’re working alongside me in in lead Delta in interacting in beginning in the, in the beginning stages of a lot of these interactions.


Will Bachman  16:06

Now, does lead Delta allow them to? Are they actually doing the response in lead delta? And then that sends it to LinkedIn? Or are they engaging right on the linkedin.com?


Brian Ortiz 16:18

No, it’s not in the so lead delta hat. It’s the only CRM system that has a third party inbox, that mirrors your, your LinkedIn inbox. So I don’t even have to give my assistant access to my LinkedIn account, they don’t have access to my LinkedIn ago, they have access to the CRM system, you can, if you’re someone who is using Pipedrive, HubSpot, one of those, one of those traditional CRM systems, Li Delta syncs right up to those guys, too. So lead Delta has a, it has a separate inbox, it, it gives you a little bit more, more real estate to interact with people. So if you want to sit inside the LEED Delta inbox, it’s much more comfortable, it doesn’t have a lot of the other the a lot of the other action that LinkedIn has going on. But it’s its own third party inbox, I give my my virtual assistant access to that. So I’m compliant with with LinkedIn terms of of service. I don’t like doing anything to violate since this is this is my cash cow here. Now. You don’t want to do anything to tick them off. Lead delta. And raindrop it’s just a glorified bookmark system as well. So you don’t have to violate or risk violating their LinkedIn terms of service you can have you can you can have a completely you unique CRM environment, and what are these different platforms.


Will Bachman  18:07

So just so I understand it’s a lead delta, then we’ll basically go you know, reach into your LinkedIn inbox and kind of mirror all those and pull those messages into some other their own platform. And then your assistant can be engaging in lead delta.com, you know, and then replying to those messages. And then those replies get kind of pushed back into LinkedIn and sent as if they were from the LinkedIn message platform, which is really hard to use when you’re when you have that high volume.


Brian Ortiz 18:36

They LinkedIn, they tried. I don’t know if so I usually say LinkedIn actually has four separate inboxes Believe it or not. So you can opt to have this what’s called LinkedIn other inbox. I think, in the United States, most people have access to that I assume, outside of the US it may not be completely rolled out but starting about six months ago, I opted to use the LinkedIn other inbox. So now when you have a priority person it asks you Do you want to move them to the to the this other inbox so I, I shift them right over. You also have the ability to star people as well and LinkedIn, then you can archive people. So I like to say like the archive system and LinkedIn that’s that’s its own separate inbox there as well. So I say you have your your starred inbox, you have trickier traditional inbox, you have your archive, archived inbox, and then you have your other inbox. But that’s not enough for me. So in lead Delta, one of the great things is you can tag or actually sorry, you can pin certain conversations up there right on top of your inbox. So all of that risk when you have someone who’s running 100 and million dollar venture capital fund, I want to keep that person pinned right to the top of all my conversations that would lead. That’s what lead Delta does. And you have an unlimited amount of different tags, I set up a almost like a kanban version of deal flow in there as well that you can do inside lead delta. So the the amount of, I guess, sorting that you can do, and filtering is just just fantastic. Even though LinkedIn is putting an effort in that by launching that other inbox inbox, it’s, it’s still insufficient in my book so far.


Will Bachman  20:45

How do you go about, maybe it’s the same tool, going through all of the connection requests that you get, and sort of deciding who to accept when there’s 100 a day, you could kind of deal with that, but 10,000 in a day, it’s, that’s pretty much overwhelming. How do you deal with all the connection requests, it’s,


Brian Ortiz 21:05

it’s a little bit easier on LinkedIn native interface, because they give you 100 at a time. So you can just do a quick scan through those. And I mean, you do have to make a fairly quick judgment call. But that brings up another really important point. Because most people when they’re when they’re getting when they’re approaching 30,000, connection requests, how they direct people to then I guess, connect with them becomes a little bit different. So most people when they’re approaching 30,000, connections, they say, Stop connecting with with me, just send me a follow up, just Just follow me. Oh, boy, do I think that that limits, you’re you’re, you’re kind of shooting yourself in the foot. So when I make the posts on LinkedIn, most of the time I say, even though and I keep about 500, connects, I have like 29,570 connections, okay, right. So I always keep about 400 open slots. If if Warren Buffett messages me, and I don’t have an open slot, then, oh, man, I shot myself in the foot there. So I have 400 open slots. If Warren Buffett comes along, if Gary Vaynerchuk decides he likes me, I’m going to keep those slots open. But what people don’t know is if somebody messages me, that gives me and that individual, a private chat room, I now have a private chat room. If they send me a connection request, whether or not I ignore that connection request, if they’ve messaged me, whether I’ve messaged them back or not, well, usually I’ll message them back. Once I message them back, now we have our own private channel, I’ll usually ignore that connection request, that person still feels good because I message them back. But they’re now they’re now in my network. So we have, we can interact, they can, they can talk to me, I can tell them some of the things I’m working on. So my philosophy is my priority is getting these people to, to message me in one way or another because there’s a permanent I would say chat room that we have now a permanent private chat room that we can use till the end of time, this person can sell me ideas that I can sell them ideas, we are we are connected. But if they’re only following me and they never send me a message, that person’s you know, I can only I can only send so many messages per day on my end, they’re initiating the contact with me. And from that point, I can do whatever I want. They can kind of sit there until I’m ready to say, hey, you know, I got that message. So I might do things a little bit different because I think that conversation that that initial chat is just so valuable because it’s a permanent connection, whether or not they’re they’re connected with the LinkedIn is never going to raise their hand and say, Oh, by the way, Brian Ortiz found kind of a loophole here. But I did. So those 90,000 messages. They’re increasing my, my network without having to actually accept someone into that 30,000


Will Bachman  24:57

Yeah. Let’s talk a little bit about the content that you’ve been posting. And you know, how you are generating that where you’re finding it or you know, some of the things that you’re posting? Are these very detailed, like list of family offices and stuff. Are you going out? And, you know, hiring researchers to build those? Or do you find those in some nation? And then say it could be good for a more general audience? And I’m curious about your content strategy.


Brian Ortiz 25:26

Wow. So at first, it, you know, I would say I was even gun shy about posting a lot of these items like, Oh, what are people gonna think? Do they even want this? Once I kind of fought through the imposter syndrome, things sort of opened up a little bit better. But believe me with with 73,000 connections, every single day, people are sending the Excel spreadsheets saying, Hey, I know that you have you posted a list about investors in in the UK, I have an investor list in Germany, this may be of use to you. So that’s, that’s one way I’m getting them. People are just sending me these, these lists. The other tool that we use is tap Leo. I don’t know if you’ve heard of tap Leo. But it’s a tool that shows you other people’s highest engaged content. So I mean, it’s like magic, all you have to do is bring up someone’s profile, and it’s going to give you their four or five different best posts. So if I see a post that generated two or 3 million views, and it’s gated content, I’ll send a quick message to the person who posted and say, hey, you know, I have a network that’s highly engaged? Would it be cool, if I posted this as well, I might wait a couple days. And then out of that maybe 50% of those people say absolutely, if you tag me, by all means post away. So those are two different tactics. Now, I also still do my, my investing or startup contrarian posts. In my, in my news feed, I think I follow maybe 100 different people. So I’m getting a pretty big slice of LinkedIn, every single day. I’m also training my virtual assistant to kind of recognize what I call a high velocity post. If a high velocity post comes along, I may I may repurpose and grab different content, I’m combining a lot of content as well. So I may have a subject that comes up with that I know is, is high demand, let’s say somebody’s trying to figure out the difference between private equity and venture capital, I may do a hashtag search on LinkedIn, I’ll find five different high velocity posts, and then I’ll combine all of them and create kind of my own unique insights into that subject matter and post it, but I’m getting better and better every month, I kind of this engagement process. So those are some of the processes that I follow.


Will Bachman  28:22

Yeah, that’s amazing. What, um, what there’s all sorts of different points of view out there, what have you found works well, in terms of the time of day to post what, what’s what’s worked worked best for you.


Brian Ortiz 28:38

So that’s, again, where maybe I’m completely contrarian. And my philosophy is, it is completely irrelevant the time of day that you post, I could post something at 2am. Initially, it will get less engagement, of course, if it’s 2am. But as, as 6am 7am starts rolling along, the algorithm is saying, Oh, these people waking up are, are engaging with the post. People have all sorts of, of very hard rules that hey, do you need to post that at 9am? On Tuesday, I don’t follow that at all. My philosophy is if the post is very high quality A plus content, it will go viral, the algorithm will start. So for the first hour after you post, the algorithm is determining how people are interacting, are they saving the posts? Are they spending more time in the post? If if the algorithm determines it’s a good posts, time of day, in my opinion, is completely irrelevant? That posts that you’ve done at 10am on a Tuesday. I think that overall, overall through the life of the post, you’re going to have very similar engagement no matter what time you Post, the thing that that a lot of the Guru’s do get right is, is posting frequency. My philosophy is some of the guys posting every single day, you’re you’re acting to choke the the reach of your posts by doing that. So I tried to do, I’m sort of on the lower end, maybe what I’ve learned is maybe three or four times a week is the optimal frequency to be posting. Because some of these high high volume, high high engagement posts, my philosophy is let let them cook for three or four days. Let them fully extend. And then from there, your audience and I just got a message probably 20 minutes ago where someone saying, Hey, you haven’t posted in in four days this this guy was actually giving me a wellness check, believe you Okay, amen. Well, yeah, I’m just, I’m letting my last post marinate, amigo. So people do expect a certain volume. But it’s also if you’re posting too frequently, this it’s almost like the perceived value starts dropping. So hey, I value your your time and frequency, your frequency as much as he can. And just because I don’t post and I’m taking my dogs out in the Appalachian mountains, mountains over here on the Adirondack Mountains, rather, it doesn’t mean I’m I’m off and I’m lost there. And in the wilderness, it just means that I’m allowing those posts to to marinate the hit that’s, it’s funny getting a wellness check on LinkedIn.


Will Bachman  31:48

I’m curious if you experience this sort of similar, Pareto distribution. You know, many of your posts do very well. I mean, I can tell they’re getting like 1000 comments, and I imagine that must be like a million views. Are you also seeing the Pareto where you maybe you’ve had one or two that were grazie ai, and then tell us a little bit about the show.


Brian Ortiz 32:10

What’s funny is, even even though I posted a lot, it’s still sometimes hard to predict how the audience is going to react to it. I may flub some posts, and a flubbed post to me is like, you kind of know, after the first hour, if you’re getting, if it’s kind of stuck at 10,000 views, and then it just kind of sits there. That’s kind of a flubbed post. If if your audience enjoys the posts, after the first hour, it should start getting and this doesn’t, you know, even if you have nine or 10,000 followers, it kind of follows this rule. If your post is good, you may get 4000 10,000 posts in the first hour. But then you’re going to see in hours two, three and four. What exactly is happening with that? So my distribution is, hey, not every one of my posts is going to hit pay dirt and get half a million to 5 million views. But you’re going to know fairly quickly what’s happening. And it’s funny because the natural instinct says, Maybe I should delete that post. Maybe I should post another post in six hours. And I found that that lack of patience doesn’t pay off. You’ve got to suck it up. If you’ve done a post that doesn’t that hasn’t done well. I’ve learned you suck it up for about a day. You wait 24 hours, you wait 4048 hours, and you go back to the drawing board and you just you just post something else. But my distribution has, it’s still across the board. Sometimes. I think you’re the term I use is like audience exhaustion, especially with the investor lists. You’ve got to do something different. But it’s got the differences got to be not completely outside of your your audience’s wheelhouse. It’s got to be somewhere in the wheelhouse. But something that you haven’t done over and over again, it’s like when James Cameron is like releasing avatar, three and four, oh my god, if he doesn’t do something different, you’re gonna start seeing the box office start declining. But if there’s something new if the audience if he’s taking the audience back to Earth, if he’s not focusing on Pandora, that’s like my, my content. It’s got to be something the audience wants, but it’s got to be different. And if you follow that rule, you know, you’ll you’ll see an increase in engagement.


Will Bachman  35:00

Right. So you can’t just say okay, now I have an investor list for Germany. Here’s one for Austria, for Poland.


Brian Ortiz 35:07

If you if you continually do that people will start yawning on the other end of their computers, they’ll start expecting that from you. It just won’t go as viral you have to do a certain number of things that are that are different. And you can even do it can even be the format of a post. I started doing some carousels. I started doing infographics. I started doing just the the content itself. There are some people that solely do just the textual content without any images and if the content is good, like Jason Lemkin, guys like that, if the content is good, you don’t need a associated infographic. But then there’s other guys who only do infographics who only do carousels to do quite well, my philosophy is mix it up the best you can do some carousels, do some infographics, do some just opinions. You don’t what’s weird is the two worst performing types of posts for me are comedy is number one. And then news related. My I tell people, you have to earn the right on LinkedIn to be a comedian. And there’s a couple guys that got 200,200 50,000 followers, they’ve earned the right to be comedians and their posts get 2000 engagements on every post, you can’t start off on with 1000 followers and think, Hey, I’m just gonna post memes, like those big guys, but they get by by posting comedy, posting news oriented stuff. Those are things that you have to actually earn. And I’ve learned that the algorithm is very unforgiving. If you have 2000 followers, you can’t just be someone who projects, artificial intelligence news 24/7, it’s not going to give you the engagement. So once you get that, that huge base of like 50,000 followers, you can start mixing in and I’d like to think my sense of humor is pretty good. But it’s it’s the worst performing stuff that I have. That’s when i i stagnated like 10,000 views. And I think, Oh, my God, I am the funniest guy on the planet. And then I do a post. And it’s like, oh, I guess my audience didn’t think so.


Will Bachman  37:44

So you want to mix it up in terms of the format and so forth. But you also you’re saying your kind of group of followers and connections is in that kind of investing startup VC kind of world. And if you do something be completely off topic, even if it’s great content that also might not resonate very well. So you want to kind of stick within a general general topic area?


Brian Ortiz 38:12

Absolutely. You’ll want to be careful because if one of your posts doesn’t resonate with people, people are going to click, there’s like a little button that says like mu or even unfollow. My joke is that if I post a post with my picture in it, man, I get like 15 on follows right off the bat. I’m like, trying to explain. I’m trying to explain to my significant other, what do I need? What do I need to do here? But you have to be careful, I posted a congratulate congratulatory post, when I got 50,000 followers that cost me about 25 people because no one wants to hear your congrat you congratulating yourself. I learned that the hard way. So yeah, there’s some rules that say, if you’re doing something outside of your audience’s comfort zone, buyer beware because you’re going to start losing some followers.


Will Bachman  39:13

In terms of, you know, preparing and getting the content ready, do you? Are you doing it all yourself? Do you also have some assistance helping you kind of get those drafted, written up pulled together?


Brian Ortiz 39:27

You know, everyone try to find everyone tries to find that holy grail where they’re just like, I want to automate this entire process. And I, I’ve got to say from my perspective, the philosophy of trying to automate content creation, it it just the long term results are just not as good. I sit there by myself for an hour, you know, burning the midnight oil, and I try to create something that’s that I value My assistant comes up with some pretty good ideas and it gives it sparks some thoughts. So the assistant plus Capitolio, those two things help the initial thoughts. But when it comes down to actually drafting, like the insights and things like that, I’m the guy who asked to do that I don’t I don’t really trust anyone else to, to go through and, and kind of ghost write my own thoughts. I don’t know how intelligent that philosophy might be because the ghost writer is going to try to mimic you, but I don’t know, I don’t know how, how close to your own voice they can get in. And I just prefer to kind of be authentic, as authentic as I can.


Will Bachman  40:48

Brian, for listeners that want to keep track of what you’re doing, and follow you, we can certainly include your LinkedIn URL in the show notes, any other places that you would want to point people online?


Brian Ortiz 41:04

No, LinkedIn is that’s fantastic. That’s That’s my ideal spot. And you know, engage with me on there. It’s a primary platform, Amman, and, you know, I’m always welcome for new people and new perspectives.


Will Bachman  41:20

Amazing. Can you give us any stats? Like, we can see visually there that you have, you know, 70,000 plus followers? And it sounds like that’s come just in the past few months, right? How you want to share? Yeah, six months, that’s incredible. Like, how many views have you had altogether must be an extraordinary number.


Brian Ortiz 41:42

I think it’s approaching about the content views of approach, like 20 million, the number of people who have looked at my profile is probably 50,000 to 100,000 people over the last six months. The number of of inbound messages is over 90,000. And I don’t know if I mentioned it on on our recording here, but you can download all the messages. So those are just some of the metrics that have happened over the last six months. And before that, man, my LinkedIn was a ghost town.


Will Bachman  42:15

That is incredible. So that is such a great example of how, you know you start sharing some stuff and you can really, you don’t know what to expect, but you can really some very amazing things can happen. Right? Absolutely. Excellent. Brian, I have so much appreciated this conversation with all these valuable tips. Thank you so much for being on the show today.


Brian Ortiz 42:39

Well, the pleasure is mine. Appreciate it, sir.

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