You've built a 7-8 figure health & beauty DTC brand. I will connect you with the top affiliates in the world

Hi - I’m Fred!

For over 16 years, I have been managing and scaling profitable affiliate programs that help DTC brands grow revenue.

Some of the questions I get asked are:

▪️ How do I recruit the top direct-response affiliates who specialize in paid media? 
(Email, Display, Tik Tok, Snap, FB, Google, Push)

▪️ How can I increase revenue with lower acquisition costs?

▪️ How can I reduce risk exposure and reliance on a small number of channels?

▪️ How do I structure commission payouts to ensure my brand's and affiliates' profitability?

▪️ How do I build direct response content to get customers to buy now?

▪️ How do I maintain brand, content, and messaging integrity?

In my experience of building/managing affiliate programs for networks and brands, and as an affiliate myself, I’ve worked in all facets of affiliate marketing, and I consider it my domain of expertise. 

I’ve also helped recruit affiliates for some of the biggest global DTC brands, including Goli, Onnit and FluffCo.

My job is to maximize your investment in affiliate marketing, educate you on the technical strategies, and deliver results that surpass your marketing goals.

👉 WHAT I DO:
- Affiliate Program Strategy, Systems and Process
- Super Affiliate Introductions
- Affiliate Recruitment Strategy
- Affiliate Management Strategy
- Affiliate Program Optimization
- Affiliate Network and Preferred Vendor Recommendations

CORE VALUES FOR SUCCESS: 🙏
1. Prioritize the needs and goals of the client 
2. Strive to be the best version of myself (Mamba Mentality)
3. Never shy away from difficult conversations
5. Be organized
5. Always take accountability for both the wins and losses

When I'm not working away, I love spending time with my wife & 2 kids, training for long-distance races and "attempting" to win my NBA fantasy league. 

If you're interested in learning more about how I can help solve some of your acquisition/affiliate challenges, drop me a message, and let's schedule a free call.

Frederic Jean-Bart

The best part about industry conferences- The relationships you build IRL and the lessons you learn along the way. My 3 days at ASW Vegas proved this once again.

From brands generating 9-figure affiliate revenue to affiliates managing millions in audience reach; the event brought together the biggest names in the space.

Youssef, Samantha, and I spent our time reconnecting with old friends and exploring partnerships with potential collaborators.

(It was chaotic, to say the least. lol!)

The world of affiliate marketing typically stays behind the screen. 

Most of our conversations happen over Slack messages.
Or the occasional Zoom call.

But in-person events like ASW bring us all together...

Where ideas flow more freely.
Where partnerships form naturally.
Where networking happens organically.

P.S. The highlight for me: Finally meeting my team members face-to-face. Shoutout to Youssef Sayed Ahmed , Samantha Maraia, the coolest people to work with.

How was your ASW experience?

Affiliate Partnerships for 8-9 Figure DTC Brands | CEO @ Performance Partners | 17-Year Expert In Affiliate Recruitment

On Day 1 of ASW, I had an interesting discussion with one of our trusted affiliates. This is what he said:

You only get one real shot with big affiliates.

They test once.
They move fast.
They don’t wait for fixes.

No creatives.
No clear offer.
No landing page that converts.
...They’re gone.

Big affiliates don’t need motivation.
They need ammo.

If you want scale, you have to show up ready.

Affiliate marketing as a domain is dynamic. What works now probably won’t work in 6 months. But I strongly feel 3 strategies will NOT work in 2026 and will be obsolete for good.

1. Set-it-and-forget-it affiliate programs

The days of flipping a switch on an affiliate network and waiting for revenue to roll in are over (if they aren’t already).

Brands that still treat affiliates like a passive channel will get left behind.

Media buyers need constant optimization.
Listicle partners require relationship building.
Creators need scripts, angles, and enablement.
And competition for partner attention is at an all-time high.

2026 belongs to brands that treat affiliates like a sales channel.

2. Flat commission structures with no incentives

Straight percentage payouts with no boosts, no CPA tests, no tiered rewards, and no performance incentives won’t survive.

Affiliates now compare offers side by side, the same way media buyers compare CPAs.

If your payout is static and boring, you’ve already lost the deal.

2026 requires tiered incentives, seasonal boosts, performance milestones, and personalized partner offers.

3. Mass influencer campaigns with no data behind them

Brands blasting hundreds of creators with product...
It’s expensive and wildly inefficient. Stop doing that.

CPMs and CPCs are rising.
Creator feeds are more crowded than ever.
Brands need predictable performance.

2026 will favor conversion creators over aesthetic creators.

Creators who know how to sell, tell stories, hook viewers, and drive clicks.
The brands that win will use creator content like ads.

What else would you add?

I'm Fred, founder of Performance Partners. Follow for more content on Affiliate marketing.

The fundamentals still win. Here's what I mean by that:

I have built Performance Partners as a remote-first company. It allowed me to work with the A+ players from 10 countries. But the only drawback is that you don’t meet your team members for months. That’s why industry conferences are so fun for me.

I met Youssef Sayed Ahmed for the first time during ASW in Vegas. After working together for almost two years.

And Samantha Maraia joined me for the 3rd conference in a year.

And hanging out with them for a couple of days felt great. Because we finally got to know each other beyond work and strategy discussions.

We work together every day.
Slack. Zoom. Google Meet.

But something changes in the same room.

You build trust faster.
Communication feels easier.
You start thinking like one unit.

Watching how everyone showed up in meetings and conversations was reassuring.

It confirmed two things:

• We have the right people
• We represent the business the same way

That says a lot about modern teams.

These events are not only about work.
They are about life.
Family. Stories. Real connection.

That part is underrated.

Because on calls, there is no time for that.
In person, there is.
And it changes everything.

I may be putting extra pressure on myself. But still, I want to share my goals for 2026. As a Family man and a founder. Because accountability matters. (At the end, feel free to share your #1 goal in the comments)

A. Building a healthier lifestyle
Investing in my mental health
To be more present with my wife and kids.
Spending time on things that fill me up: travel, friendships & creativity
Taking care of my body so I have the energy to do everything I care about

B. Taking Performance Partners into its strongest year ever. 
Financially. Operationally.

- Building a culture that feels exciting to be part of, where people grow, win, and feel supported.

- Strengthening my leadership team so the company can scale without everything flowing through me.

- I want us to hit clear milestones:
1. Help more brands hit 6 & 7-figure affiliate months
2. Expand our media buyer network even further
3. Build the systems and structure that make us faster and more predictable

And most importantly:

I want to push myself creatively: More content, more speaking, more sharing what I know so the industry grows with us. (And LinkedIn will be at the center of it all, so some high-value content and resources are coming your way in Q1, 2026.)

What are your top 3 goals for the year?

Day 2 at ASW.
Scaling affiliates is a math problem. Here's what I mean by that:

2009: I started as a jr affiliate manager.
2026: Scaling my affiliate marketing company to mid-7-figures.

It's been a 17-year journey in affiliate marketing.

Here are 9 rules for affiliate marketing that you must remember in 2026:

1. Affiliate marketing isn’t passive revenue. Brands that recruit, engage, and optimize will scale.

2. If you are not working with the ‘RIGHT’ affiliate, it doesn’t matter how good your strategies are.  Review sites, influencers, and media buyers that drive high-intent traffic will help you with volume and scale.

3. Ensure that the audiences of those affiliates align with your brand’s audience. A skincare brand likely won’t see results with an affiliate who mainly reviews tech gadgets.

4. A small handful of affiliates (often just 5 to 10) generate the vast majority of revenue. Use data to pinpoint your top 1% and invest in what’s working.

5. Affiliate marketing is highly competitive, with thousands of programs. So, having a good offer with a lucrative deal and structure will attract the best affiliates.

6. To attract and engage the top-performing affiliates, offer exclusive deals, bonuses, and performance-based incentives.

7. Affiliate marketing is not a ‘Set-it-and-forget-it’ model. You need to keep building and nurturing the relationships with the affiliates. Help them by sharing your top-performing ad creatives, content, and funnel to improve their conversions.

8. You can’t scale your program without data-driven adjustments. Keep tracking ad and landing page performance and conversions, and refine your strategy accordingly.

9. Affiliate marketing is just like a sales process. You need to keep adding more affiliates to your sales funnel every week to scale your revenue. Implement an outbound affiliate recruitment strategy.

Bonus: Affiliate programs aren't overnight success stories. They need time. For both affiliates and brands to win, it's a dance. A dance that can take 4-8 months to really get in sync.

That’s it.
I’m Fred, and I help scale 8/9-figure DTC brands through affiliate marketing. 
Subscribe to my weekly newsletter here: www.freddysfastfive.com

As we head into 2026, the affiliate marketing landscape is shifting fast. From media buyers to AI, deal negotiation to CPA networks…I have listed 7 changes that we’ll see happening by Q2 of the year.

Read the article below to know them.

And I also have shared the actionable strategies for both brands and affiliate managers to tackle them…to stay ahead of the competition.

Check out the detailed article here:
https://lnkd.in/gBDAniQ5

In our first team meeting of 2026, I made one thing absolutely clear to everyone on the call. Retention comes first, period. 

A. Before we scale our client roster, before we add more headcount, before we do anything else that might look good on a growth chart, if we can't keep great clients longer and deliver consistent results that make them want to stay, then nothing else actually matters. 

Last year, our churn was around 7%, and this year the goal is under 5%.
Not by working harder.
Not by throwing more hours at accounts.

Rather, by working smarter and focusing on long-term client health rather than short-term activity that looks busy but doesn't move the needle. 

That means:
1. Getting more clients past the critical 12-month mark where relationships either solidify or fall apart.

2. Treating retention as a team responsibility across every role rather than something that falls on account management alone.

B. The second focus is stronger execution and consistency across everything we do.

Tighter systems.
Clear ownership of deliverables.
And a cleaner execution that our clients can actually see and measure. 

We're optimizing our internal operations before we scale because growth without operational excellence just creates expensive chaos. 

C. We're doubling down on building direct relationships with affiliate media buyers, cultivating real relationships with fewer middle layers.

That means more trust, more leverage, and ultimately better deals and performance for our clients. 

D. We're building better internal systems and clarity so that everyone on the team knows exactly what they own, what winning looks like in their role, and how their daily work ties directly to revenue and client outcomes. 

Everything ladders up to one thing: 
Long-term, durable client relationships.
That's the focus for 2026.

Most affiliate programs fail for 3 reasons.
Here’s how you can fix them to scale faster:

After reviewing dozens of e-commerce affiliate programs, I’ve noticed a pattern:

1. You’re partnering with the wrong affiliates.

Most brands accept anyone who applies. And they over-focus on influencers while ignoring high-intent partners.

Instead: Define a clear affiliate profile.

Ask yourself:

- Does their audience match your customers?
- Are they already promoting similar products?
- What affiliate types actually work for your niche?

Your tiers should look like:

Tier 1: Media buyers who run ads on commission
Tier 2: Blogs/review sites ranking for competitor keywords
Tier 3: YouTubers, TikTokers, Instagram creators

Use Google + SEMrush to find competitor review sites and build a hit list.

2️. Your incentive structure is too weak.

10% commissions don’t attract top affiliates anymore. At least not when your competitors are offering 20–30% plus bonuses.

So build flexible, competitive payouts.
Use a tiered structure:

New affiliates → 10%
Consistent performers → 15%
VIPs ($50K+/month) → 20%+

Go beyond money. Offer

Exclusive discount codes
Performance bonuses
Priority access to new product drops

3. You’re not managing the relationship.

Most brands onboard affiliates…and then disappear.
You need to treat affiliates like long-term partners.

Do this consistently:

- Monthly newsletters with promos + insights
- Exclusive access to high-converting content
- Pre-launch updates for new products

For top performers:
a) Run quarterly strategy calls.
b) Help them optimize campaigns so both sides win.

That’s how you scale any affiliate program.

Congratulations Jenny. Our space needs more people like you:)

Affiliate Marketing Veteran with a rare 360° view of the industry + a purpose‑built SaaS platform = your shortcut to profitable, scalable partner programs.

𝗜 𝘄𝗮𝘀 𝘁𝗼𝗹𝗱 𝘁𝗵𝗶𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗗𝗜𝗗 𝗡𝗢𝗧 𝗲𝘅𝗶𝘀𝘁
 
𝟭𝟱,𝟬𝟬𝟬 𝗽𝗲𝗼𝗽𝗹𝗲 𝗽𝗿𝗼𝘃𝗲𝗱 𝘁𝗵𝗲𝗺 𝘄𝗿𝗼𝗻𝗴!
 
 
One year ago, I started creating content for people in affiliate marketing on LinkedIn.
 
I was warned.  Repeatedly.
 
→ Too niche  
→ Wrong platform  
→ Nobody here cares  
→ Keep it more professional  
→ Tone it down
 
I did the opposite.
 
I showed up as myself.  
I spoke like we actually talk.  
I laughed at the chaos of this industry.  
I shared the wins and the mess.  
 refused to pretend affiliate marketing is something it is not.
 
Today, this is 𝟭𝟱,𝟬𝟬𝟬 𝘀𝘁𝗿𝗼𝗻𝗴.
 
And yes, I am proud.  Shamelessly.
 
Because this is not just an audience.  
This is a 𝘁𝗿𝗶𝗯𝗲.
 
→ Honest  
→ Funny  
→ Irreverent  
→ Collaborative  
→ Zero guru nonsense
 
People who want to win.  
People who help others win.  
People who do not need to step on anyone to get ahead.
 
Thank you to every single person who:  
Commented.  
Shared.  
Argued respectfully.  
Sent DMs.  
Called me out.  
Backed me publicly.  
Built with me instead of competing.
 
This only worked because you showed up too.
 
Different still works.  
Niche still wins.  
And affiliate marketing is very much alive here.
 
We are just getting started.
 
If you are part of this tribe, you already know this is your win too.  
Let them know you are here, promote yourself shamelessly in the comments and let's do some business to celebrate this win! 

_____________________________
✳️ I’m Jenny, sharing affiliate marketing lessons from the real-world work I do running my Performance Marketing Network Rocahead

The healthcare influence study reveals something that should fundamentally change how we think about performance marketing in the wellness space. 

The report demonstrates that healthcare professionals remain the primary influence on medication choices, consistently outperforming even the most sophisticated direct-to-consumer pharmaceutical advertising. 

What strikes me most about this finding, particularly as someone who manages affiliate partnerships for wellness brands, is how cleanly it translates beyond pharma into our world of supplements and consumer health products. 

Marketing and ads can absolutely spark initial interest and awareness, but they fundamentally cannot replace the weight and credibility of genuine authority in the decision-making process.

In the healthcare context, it's the technician's recommendation or the practitioner's guidance that ultimately drives purchasing action.

This dynamic is directly relevant to how we approach partner strategies in the e-commerce wellness ecosystem, where trust has become the ultimate currency. 

Creator content and partner voices that genuinely educate their audiences and resonate on a deeper level will consistently outperform backdrop advertisements.

Affiliates who have built real credibility with their specific audience segments behave remarkably similarly to those healthcare professionals highlighted in this study, influencing purchase choices because they genuinely matter to their communities. 

This reinforces why our agency focuses so intensely on building meaningful, long-term relationships with top-tier affiliates and creators rather than chasing transactional placements. 

If marketing doesn't authentically connect to trust and real influence, it won't move long-term business outcomes.

The Lemme case study hits on something I've been trying to explain to ecom founders for years now. And honestly, it's refreshing to see it validated.

Attention is not enough. I think that's the hardest pill for brands to swallow when they're chasing viral moments and influencer hype. 

Lemme's trajectory from social buzz brand into mass retail like Target and Walmart shows a sequence that so many direct-to-consumer brands completely miss. Because they're too focused on the dopamine hit of engagement metrics...

They started with clear identity and benefit-first messaging, built a repeatable content and creator engine that wasn't dependent on one-off viral posts, and then used distribution expansion as a trust signal rather than just a headline to throw around in pitch decks. 

That shift from chasing attention to building actual coherence is what separates brands that scale sustainably from those that absolutely crash and burn after their 15 minutes of viral fame run out.

In affiliate marketing, this translates into concrete angles we apply with every wellness client we work with. 

First, we shouldn't treat affiliates as nothing more than reach points. They're credibility and proof builders who validate your brand through their endorsement and track record with their audiences. 

Second, systems matter way more than most founders realize, because the best affiliate channels are built on repeatable frameworks that include hooks, assets, and sequencing.

The Lemme example validates what we've been pushing with our wellness brand partners all along. Focus relentlessly on performance assets and trackable conversion systems rather than on influencer noise that looks good in monthly reports.

Btw subscribe to my weekly newsletter here: www.freddysfastfive.com

I know IP-based attribution is common in affiliate marketing, but it's something I'll never recommend to a client. NEVER. Here's why:

Look, I get it. Not every partner has the infrastructure for click attribution. Some rely on IP addresses to track conversions, and plenty of brands accept it without questioning.
But when you actually dig into the data, it falls apart.

Here's what makes IP-based attribution problematic:

Firstly, you can't pinpoint who actually drove the conversion. Attribution in affiliate marketing is already complex. But when you remove click-level tracking, you're essentially guessing. 

‘Was it Partner A's content that converted the customer, or did they just happen to share an IP range?’ The lack of clarity makes it nearly impossible to know which partners are genuinely performing.

Second, less informed brands get comfortable with bad data. If you're not analyzing your numbers deeply, IP-based attribution might look fine on the surface. Revenue comes in, partners get credited, everyone's happy. 

But brands that dig deeper quickly realize the conversions don't match reality. You end up rewarding the wrong partners and scaling the wrong strategies.

Without click attribution, it becomes nearly impossible to pinpoint which partner actually generated a customer or conversion. Most reputable partners do have some form of click attribution.

So here's what I recommend every brand do before onboarding a partner:

1. Ask about their attribution methodology in your first conversation.
2. Require click-level tracking as a non-negotiable standard.
3. Walk away from partners who can't provide transparent attribution.
4. Audit your data regularly to validate conversions match actual behavior.

You can't optimize what you can't measure accurately. 
And you can't scale an affiliate program built on just guesswork.

Matthew Hunt

I help busy B2B CEOs create all their snackable LinkedIn content from a 1-hour monthly interview. -> Demandii.com

I help busy CEOs create their snackable content from a monthly 1-hr interview each month because their biggest obstacle is time.

Once a CEO gets consistent with publishing daily helpful short-form content, the bi-product is:

- Stay top-of-mind with their warm network.
- Soft touches with their team, prospects, and clients. 
- Forces them to become a more effective communicator.
- Leads to speaking and new media opportunities like being featured on Podcasts and Virtual Summits.

Any time a founder can multiply themselves without taking up all their time is a HUGE WIN!

Personal branding on LinkedIn is an evergreen and compounding strategy that ALL founders and CEOs need to invest in.

I have battle-tested this process with over 250 CEOs.

It works.

We have the data to prove it.

We have driven millions free impressions for our clients and taught them how to build demand for their services without being slimy or salesy.

See over 100 client testimonials and case studies here: https://www.demandii.com/case-studies

You can see my whole LinkedIn GTM strategy in this 15-minute video at Demandii.com

---

If you are interested in working with me, DM me on LinkedIn 

OR 

book time with me via Demandii.com

Founder

Demandii.com helps busy CEOs create all their content for LinkedIn in 1-2 hours per month so they can stay top of mind with their warm networks and become micro-celebrities in their niche. 

🚀 HOW WE DO IT:

We start with three 1-hr workshops to better understand your business and what makes your ICP tick. It's the foundation for creating compelling content.

Then, we meet with the busy CEOs monthly and interview them on a tool like Zoom.   We ONLY need them for 1 hour. 

This interview creates 20 snackable pieces of content:  video posts, text posts, image posts, etc. 

Then, we send that content to the CEO for approval and feedback. This process takes them about 30 minutes to put any final touches on it, so the voice is on point.  

Then, we schedule and post (do all the tedious stuff CEOs should never do) to ensure they are consistent on LinkedIn. 

🤝 WHOM DO WE WORK WITH:

We work with anyone who sees LinkedIn as a core channel. We work directly with the CEO or founder. 

🌐 LEARN MORE:

Demandii.com

Minus 23 doesn't keep these founders from walking and talking! 
Love the Friday founder walks.

I help busy CEOs create all their LinkedIn content in 1 hr/month -​> Demandii.com

First Friday founder walk of 2026!

We had Abhinav Jindal, Chloe Gravelle, 🇨🇦 Andrew Jenkins, Kristine White, Craig Colby 🇨🇦, and few others like H. A. Tepha drove in from Milton! 

——

What are the Friday Founder Walks? 

It’s not a mastermind, not a networking event — just founders (or CEOs) walking and talking. 

No agenda. No slides. Just space to think, swap stories, and connect with others who get it.

This is not meant to be an exercise—just a nice chill way to start your Fridays by connecting with some like-minded people. 

When: Every Friday at 7:30 - 8:30 am (rain or shine) 

- It's on the east side of Toronto (meeting location is Withrow Park)
- The walk is approximately 4 km long and takes about 40 minutes to complete.
- Its meeting location is Withrow Park.
- We take a pitstop at the Riverdale Perk coffee shop (beside Withrow Park), so you can grab your caffeine fix and then end the walk back where we started. 

Lots of free parking around the park at that time in the morning.

If you’re a founder (or CEO) in Toronto and would like to attend, DM me.

---

P.S. - If you were there, please comment and share your experience, including who you spoke to and what was helpful or fun for you.

You can't control the wind, but you can definitely build a bigger sail. Most people think a personal brand is just "posting."

You can be the most brilliant strategist in the world, but if nobody knows what’s inside your head, you are statistically likely to stay exactly where you are. You’re waiting for a "break" that has no way of finding you.

I decided to treat my LinkedIn feed like a public research lab. I post my best SOPs. I shared the "failures" that cost me $50k. I gave away the very thing I used to charge for.  I share helpful tips every day, both as posts and as comments.  

The results weren't "lost revenue." It was a flood of "luck." 

- I didn't have to pitch for speaking gigs anymore
- I didn't have to hunt for partners
- Amazing talent started hunting me down 

This is how you become a luck magnet.

When you increase your surface area by being helpful, "luck" becomes an inevitability, not an accident.

Who agrees...?

No alternative text description for this image

Most people screw up DM selling, here's why:

Demandii is 5 years old now!  I hear from others, "I want to run a 7-figure agency, too! How'd you do it?"

But when I ask, "What are you doing right now to generate sales to get there?" the answer is usually silence. Or worse, it’s "I’m tweaking my logo" or "I’m updating my website."

Building a successful agency takes 5 years of grinding. But most agency owners fail because they focus on the destination rather than the day-to-day revenue-generating tasks required to make the business. They get paralyzed by the gap between where they are ($10k/month) and where they want to be ($400k/month).

Luckily, closing that gap is simple if you know how to use the Reverse-Pyramid Framework.

The secret is to stop looking at the mountain and start looking at your feet.

Step 1: Lock in the 5-Year Goal. Visualizing $5M isn't enough. You need to do the math. That looks like roughly $416k/month in revenue. That’s 104 clients at $4k/month, with a team of 25. 

Tip: Be specific about the math.

Step 2: Calculate the "1-Year", "Monthly" and "Weekly" bridge activities. 

You don't leap to $5M. You climb—one step at a time.

To stay on track, you may need to hit $1M ($83k/month) by the end of Year 1. That means this Month, you need to add 2 new retainers. 

Yes, you will have to do other things, operations, customer success, etc, but you rinse and repeat each thing for all departments.

And, whatever your sales are, you'll likely need to do much more than you want due to natural churn (about 30% annually in agencies), but to keep this example simple, we'll ignore that for now.

Step 3: Execute the "Right Now" Marketing & Sales Actions. 

Based on your monthly goal of 2 new clients, what must you do today? 

You need 10 sales calls. To get 10 calls, you need to send 100 cold DMs/week on LinkedIn and post a helpful daily tip or resource. 

So, your "Right Now" task is simple: Write a helpful post. Then send the first DM; rinse and repeat 20 times/day.

Who agrees that we sometimes overcomplicate the process and allow busywork to get in the way of real revenue-generating work?

Most CEOs don't know what content to create (until now).

Here's a great punch list leveraging Demandii's ACES Method:

1) AUTHORITY
(Micro TED Talks & Expert Positioning)
- The Counter-Intuitive Truth: Challenging an industry "norm."
- The 5-Year Prediction: Where your industry is heading.
- Your Proprietary Framework: Explaining your unique "how."
- The Cost of Inaction: The real price of not solving the problem.
- Lesson from the Trenches: A high-level insight from a recent win.
- Industry Deep Dive: Breaking down a complex technical topic.
- The "CEO Perspective": How you view the market differently.
- Framework Breakdown: A step-by-step "Micro-Masterclass."
- Leadership Philosophy: Your core principles for building a team.
- Debunking a Viral Myth: Using data to disprove a common belief.

2) CONNECT
(Heart, Gut, and Funny Bone)
- The "Rock Bottom" Moment: Sharing a failure and what it taught you.
- The "Why" Behind the Brand: The personal mission driving you.
- Reality Check: A "messy" look at the CEO's life (not the highlight reel).
- Relatable Industry Memes: Humour that only your peers/clients get.
- A Personal Milestone: Celebrating a win outside of the office.
- The "Work-Life" Struggle: Honest thoughts on balance and boundaries.
- Mental Health Minute: Normalizing the stress of leadership.
- Tribute Post: Honouring a mentor or teammate who inspired you.
- Coffee Chat: A casual, "unfiltered" thought on your mind today.
- What I’d Tell My Younger Self: Advice for your 22-year-old self.

3) ENGAGE
(Conversation Starters & Pulling Back the Curtain)
- "Help Us Choose": Feedback on a new logo, colour, or feature.
- The CEO AMA: "Ask Me Anything" session in the comments.
- The "What Am I Missing?" Post: Asking for audience advice on a project.
- Sneak Peek Video: A raw look at a product still in development.
- Decision Polls: "A vs. B" options to include them in the journey.
- Whiteboard Session: "Here’s how I’m thinking about this—thoughts?"
- Office Tour / Team Culture: A look at the inner workings of the team.
- The "Caption This" Photo: Using humour to get people talking.
- Question of the Day: A simple, high-engagement industry question.
- "Unpopular Opinion" Poll: Asking the audience to weigh in on a debate.

4) SHOW
(Demonstration, Results, and Proof)
- The Transformation Reel: Before & After results for a client.
- Video Testimonial Highlight: A client sharing their success story.
- "The Win" Screenshot: Tangible proof of growth or revenue.
- Case Study Deep Dive: How we achieved [X] result in [Y] time.
- The Outcome Walkthrough: Showing exactly how a client uses your tool.
- Client Spotlight: Celebrating a partner's recent achievement.
- "Receipts" Post: Sharing data, analytics, or award certifications.
- Project Time-Lapse: From the first meeting to the final delivery.
- Success Montage: A compilation of various client wins and smiles.
-  The "Evidence" Post: Highlighting 80+ case studies and success stories.

Helpful? (click save)

There are many myths surrounding how to share content on this platform; these 3 link-sharing ones drive me nuts.

MYTH 1: You must put your link in the first comment to avoid an algorithm penalty. 

TRUTH: LinkedIn is now hiding those comments. If your link is hidden, your click-through rate drops to zero.

I’ve tracked dozens of posts over the last 30 days. Posts with the URL in the main body are getting more engagement because people actually see the call to action.

MYTH 2: External links in the post body "tank" your reach. 

TRUTH: Low-quality content tanks your reach. If your hook is strong, LinkedIn will show the post regardless of where the link lives.

The "penalty" for an external link is negligible compared to the penalty of a "link in comments" post that nobody can find.

MYTH 3: You should edit your post to add the link after it goes live. 

TRUTH: This often triggers a re-indexing that can actually slow down your initial momentum.

The "edit trick" is an old-school hack that the algorithm caught up to months ago.

Stop putting your links in the comments to avoid decreasing reach. Just include the URL in the primary post copy. It’s fine. Seriously.

3 Myths About Adding Links to Your LinkedIn Posts

Everyone is getting the SDR role wrong.

It is because the title "Sales Development Representative" creates the wrong intention.

When your team thinks their job is "Sales Development," they focus on the transaction. They "spray and pray." They bother people in the DMs.

I am proposing a rename: Starting Deeper Relationships.

Why? Because names lead to intention.

Starting Deeper Relationships (the new SDR) starts with care:

1. Giving - Share a resource or a point of view that helps the lead without asking for anything back.

2. Probing questions - Ask something that shows you actually read their profile. Not "Can I have 15 minutes?" but "How are you handling [specific problem]?"

3. Meaningful commenting - Don't just say "Great post." Add to the conversation.

4. Real social selling - Build a presence so that when you do reach out, you are a familiar face, not a stranger with a pitch.

If we did this, LinkedIn would be a better experience for everybody.

Who agrees?

CEO's: Thought experiment for you. (EGC) Employee-Generated-Content isn't just a marketing strategy. It is a training strategy.

Most people don't remember what they read or watch in training.
It's not their fault, it's normal.

Most companies try to ramp up new hires using the top two layers:

Reading: "Here is our Notion wiki." (10% retention)

Audio-Visual: "Watch these 15 Loom videos." (20% retention)

Then leaders get frustrated when the team fumbles the pitch or our CS team can't explain the roadmap 30 days later.

Companies are setting their team up to fail. 
They are feeding them information in the format they are biologically wired to forget.

Here's how we've fixed this at Demandii:

We don't just ask the team to "learn" the product.
We practice in private teardowns.
We practice our verbal brand.
We make time to capture the content.
We give them time teach it publicly and make it safe to do so.

Instead of reading the SOP?
Rewrite it in your own words.

Instead of watching the demo?
Record yourself doing it and post it.

Instead of listening to the sales call?
Write a LinkedIn post about the objection you heard.

Why this works:

To write a coherent post about a complex B2B topic, you cannot fake understanding. You have to synthesize it. You have to structure it. You have to anticipate questions.

Making short videos makes you a more effective communicator.
Writing makes you a more strategic thinker.

We are forcing them into the "Teaching Others" tier (90% retention).

If they can't write about it, they don't know it.

Stop optimizing for "content distribution." 
Start optimizing for "competence distribution."
The by-product is more experts on your team, more people impacted, and more new business.

The real ROI is a team that actually understands what they sell.

What companies do you know that invest in Employee Generated Content?

I barely see any.
Most companies will never do this.
Why?
They haven't trained their senior leaders on how to do it (yet).
Those who can handle this advanced content strategy get to kill two birds with one stone. 

What are your thoughts...? (comment below)

I'm helping three dozen B2B business's run their LinkedIn ads. I've discovered the founder's best-performing content becomes their best ads. 

Just add CTAs to winners.

The best part:

No creative risk, better performance, lower costs.

Why LinkedIn ads is the fastest way for you discover if you content marketing fit.

I analyzed a CEO's LinkedIn last week.

Posts daily. 50,000 impressions per month.

Zero leads from LinkedIn.

He couldn't figure out what was wrong. Engagement looked solid. Followers were growing. Comments were positive.

But nobody was booking calls.

The reason? He was measuring the wrong thing.

Impressions.

He wanted more impressions!

So he posted platitudes and reposted viral leadership videos swiped from popular IG reel accounts.

Folks, impressions are a vanity metric.

It tells you how many people scrolled past your content. But it doesn't tell you who actually knows you, trusts you, or would buy from you.

There was zero PoV. 
There was zero thought-leadership.
There were zero useful swipe files that his ideal buyers could use.
There were zero bridges to long-form content.

He thought going viral mattered most to get more eyeballs.  Totally wrong. When you do CEO-led content marketing, you are doing education content, not entertainment content. 

The metric that actually matters?

Content Minutes.

Content Minutes = the total time a single person has spent consuming YOUR content.

Not impressions across all viewers. The cumulative time ONE person has invested in you.

Here's why this changes everything:

At 5 Content Minutes, they're a stranger. They've read 3 posts. They barely remember your name.

At 30 Content Minutes, they're curious. They've consumed a dozen posts. They're starting to get your perspective.

At 120 Content Minutes, they trust you. They've spent 2 hours with you. They feel like they know you.

At 300+ Content Minutes, they'll book a call. You're not a stranger on the internet anymore.

This is why you need both daily posts AND monthly events.

Daily posts create visibility. They rack up 2-3 Content Minutes per viewer. Awareness only.

Speed it up by running LinkedIn events (aka webinars).

LinkedIn events create buyers. A 60-minute webinar delivers 60 Content Minutes in one shot. Deep trust. Easy sales.

The strategic shift:
Stop optimizing for "reaching new people."
Start optimizing for "getting the same people to come back."

50 followers who attend your LinkedIn events will outsell 100,000 followers who only read your posts.

You're not trying to go viral. You're trying to take the RIGHT people from 5 Content Minutes to 300 Content Minutes as fast as possible.

That takes daily visibility + monthly depth.

Are your posts designed to drive people to binge-watch your other content (both shorts and longs)? 

If not, you have set the wrong objective up.

taplio

The Battle

Frederic Jean-Bart

Matthew Hunt

Followers

Posts

Engagements

Likes

Performance ScoreFrederic Jean-Bart's LinkedIn Performance

Performance ScoreMatthew Hunt's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Frederic Jean-Bart

Matthew Hunt

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Frederic Jean-Bart's LinkedIn Performance

Performance ScoreMatthew Hunt's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreFrederic Jean-Bart's LinkedIn Performance