Hello again, Networkers! We’re in for a relatively quiet week on LinkedIn as the U.S. celebrates the Independence Day holiday on Thursday, July 4. People in the States will be out of office on the holiday, the day before, the day after, or maybe all week. But there’s still plenty of stuff to learn and networking to do!

This week, we’re talking video with Danny DelVecchio. He’s the video whisperer to many of the top creators you see on LinkedIn. Read below to learn why Danny thinks video is critical for your LinkedIn presence and how he plays a mean DM game.

Welcome, Danny!

Welcome, Danny. Tell us about yourself.

I help people grow their brand and attract clients on LinkedIn. I offer two main services:

1. Done-for-you Content Creation: We create videos and written content for LinkedIn.

2. Coaching and Consulting: I provide LinkedIn strategy advice through one-on-one and group coaching sessions.

What’s your industry?

Coaching/consulting and marketing

What does LinkedIn do for you?

LinkedIn is crucial for my business. About 99% of my clients come through LinkedIn, and even those who don't find me directly on LinkedIn often discover me because of my activity there. My LinkedIn profile is the first thing that appears when you Google me, making it a significant driver for my business. 

I primarily use LinkedIn for lead generation because that's where my clients are, making it my top source for connecting with potential clients.

What are your main goals for using LinkedIn:

• Grow my brand and authority in the industry

• Become recognized as the top LinkedIn video creator

• Attract clients

• Meet new people

• Expand my network of connections

Danny’s content strategy

Who’s your target audience on LinkedIn?

My target audience on LinkedIn has changed over time. First, I focused on individual founders of smaller companies, as well as coaching, consulting, and marketing agencies. Now, it's shifting towards companies that hire us to create video content for their subject matter experts or executive leadership teams. 

Overall, my main audience remains founders of small to medium-sized companies looking to grow their online presence using LinkedIn as their primary channel.

How do you decide what content to create and share on LinkedIn?

I focus my content in three main areas:

1. I focus on educational content to position myself as an expert in LinkedIn and video.

2. I share middle of the funnel connection content, like personal stories and industry insights, to build a deeper relationship with my audience.

3. I create content that sparks curiosity about my products and services, to have people raise their hand and say “that’s something I might need help with.”

What makes your content successful with your audience?

My content is successful because people see me on video day in and day out, which helps them connect with me. They see my face, they hear my voice, they start to connect with me. They start to know, like, and trust me. 

By the time we have a sales call, clients already feel comfortable, making the process natural and not a hard sell. My approach is unique because I focus almost entirely on video content—about 95% of what I post—making me stand out on LinkedIn, and it works.

What are the processes you use to create content? 

• Schedule in advance ❌

• Batch create content ✅

• Optimize for SEO/keywords ✅

• Follow an editorial calendar ❌

• Have specific content pillars/themes ✅

• Repurpose content to/from LinkedIn or reuse on LinkedIn ✅

• Use AI in any part of the content writing process ✅

• Have team/human support for any part of your LI process ✅

• Keep a list of potential topics somewhere (Notes, Notion, etc.) ✅

• Design or source visuals including infographics and carousels and video ✅

What types of content do you post to LinkedIn?

• Polls ✅

• Audio ❌

• Video ✅

• Carousels ✅

• Text only ❌

• Photos of yourself (selfies) ✅

• Photos of other people or things ❌

• AI generated images ❌

• Infographics (single image) ✅

• Other people’s graphics ❌

• Links to your company content ❌

• Links to other content ❌

• Reposts of others’ content (repost only) ✅

• Reposts of others’ content (with your thoughts) ❌

How much time does it take?

How much time do you spend each weekday on LinkedIn on comments or Direct Messages (DMs), outside of content creation?

I probably spend a total of three to four hours a day, between making my own content and engaging on LinkedIn.

Are you active on LinkedIn on the weekends, either posting or commenting or both?

Yes, but less time on the weekends. I spend a little bit of time making content and some time doing comments and DMs. It’s probably around 90 minutes to two hours on the weekends.

How do you use DMs (direct messages) in the service of your goals?

I send a huge amount of DMs. I send a welcome message to every new connection I get, whether I request them or they request me. Nine times out of ten, I send a voice note too, to new connections.

I also have a routine to send messages to people who have viewed my profile and people who are interacting with my content. And I send messages to people that I haven’t spoken to in a while.

I’m organized, I know exactly what I’m doing, and I’m 100% committed to it.

Danny’s biggest growth levers

What has contributed most to your growth?

The #1 factor in my LinkedIn growth is that I’ve been relentlessly committed to it. I’ve posted every day since I started getting serious about LinkedIn in November of 2022. I haven’t missed a day. I post every day, I engage every day. 

How do you track what’s working and know what to change?

I track success by looking at what content leads to the most appointments, impressions, and comments. I focus on replicating the strategies that generate the most inbound leads. 

Additionally, I spend a lot of time observing others on the platform to identify what works well for them and adapt those strategies for my own content.

How Danny makes money

How do you generate revenue in your business?

I generate revenue through several streams:

1. Done-for-you content creation services ranging from $1,000 to $5,000

2. Coaching program at $500 per month

3. Community membership at $50 per month

4. Digital products priced around $20, with a few sales each month

5. Brand deals, where companies pay me to create videos

6. Affiliate marketing, including tools I recommend and an Amazon store for video equipment recommendations

How do you quantify your success on LinkedIn?

99% of my clients are coming in through LinkedIn. And even if clients are not coming in directly from LinkedIn, they are coming to me because they have seen something that I've done on LinkedIn. They're networking. They've been to my LinkedIn profile. If you Google me, the first thing that pops up is my LinkedIn profile. LinkedIn has made my business, I would say.

To quantify further: I’ve worked with over 100 LinkedIn creators and created thousands of videos for them…generating north of $250,000 last year in top line revenue.

Danny’s top tips

What challenges have you faced on LinkedIn? What’s made you almost—or actually—quit? What got you back on track?

The biggest challenge on LinkedIn is that it takes time to build to the point where you’re consistently making sales. The more effort you put into it, the more return it’s going to provide.

The reason most people quit is because they lack patience and try shortcuts, like ineffective cold outreach or relying solely on inbound leads from content. Building connections through DMs and conversations is crucial, but it takes time. 

I spent six months on the platform before I started selling. To sell through content, you need credibility and trust, which you earn by consistently providing valuable content. 

What advice would you give other Networkers who want to build and leverage their LinkedIn presence?

I think there are four important keys to having a good LinkedIn strategy:

1. Optimize your profile: Make sure it clearly speaks to what you do, who you serve, and the outcomes you achieve. Make sure your profile makes a good first impression.

2. Create engaging content: If you want to use LinkedIn as a networker and book meetings, share content that showcases your expertise, builds connections, and sparks curiosity about your products or services. Content is what builds a deeper connection to you.

3. Have the right people in your network: Connect not just with ideal clients, but also with peers in your niche, those with similar audiences, and people offering complimentary services. This helps amplify your message.

4. Convert connections: The last thing you need is to learn how to transition people from casual conversations to business conversations.

Danny’s best post

Stephanie’s note: I’ve asked each Networker to give me one “best post,” based on their own criteria.

Read this post on LinkedIn

Why Danny considers this his best post.

The reason I choose this one is because it’s evergreen content. I’ve referenced this post in dozens of sales calls since making it. I also send it to people in my pipeline to give them an inside look at what it’s like to work with me and my team.

How to network with Danny

• Danny DelVecchio on LinkedIn

• Danny’s business: Coach DannyD

What’s new on LinkedIn? Here’s what caught my eye this week - a slow news week for LinkedIn. 🙂

Want to work in a palace? British royals William & Kate post a job on LinkedIn. (Marca)

Goodbye, knowledge economy. LinkedIn’s chief economist says we’re now in a relationship economy. (Fortune)

I’m always on the lookout for something that changes the way I use LinkedIn. It could be an idea, a tool, a process, or something strategic. 

Have a tip I should consider? Hit reply to this email and let me know!

Ehlimana Kurgaš is a writer who’s quickly gained a reputation for savvy LinkedIn advice. This week’s tip is about repurposing content…which Ehlimana and I both say “yes” to.

Read this post on LinkedIn

That’s all for now—I look forward to seeing you again next week for another Networker interview.