In this episode of Building Public with David Ellis, I chat with Aman Ghataura, co-founder of The Media Engine, a LinkedIn ghostwriting and growth agency.

Aman shares his strategies on leveraging LinkedIn for B2B growth, emphasising the importance of niche content, personal branding, and avoiding vanity metrics.

We explore how businesses can optimise their LinkedIn strategies to boost revenue, book qualified meetings, and increase brand trust.

We also chat about the value of micro-offers, demand generation versus demand capture, and scaling a business through "done with you" and "done for you" models.

Aman Ghataura is the co-founder of The Media Engine, a growth agency specialising in LinkedIn content creation and strategy for high-revenue B2B agencies, coaches, and consultants.

With a background in growth hacking, Aman helps clients optimise LinkedIn as an underutilised platform, focusing on driving revenue through niche content and personal branding.

• LinkedIn as a B2B Growth Channel: LinkedIn offers unmatched firmographic data and high-quality impressions for B2B growth, making it a valuable platform for driving revenue.
• Niche Over Vanity: Posting niche content on LinkedIn that resonates with a targeted audience yields better revenue results than chasing viral posts or high follower counts.
• Avoid Vanity Metrics: Impressions and follower counts often don’t translate into revenue. Focus on quality engagement that drives inbound leads.
• Micro-Offers: Micro-offers provide a low-friction entry point for potential clients, building trust and paving the way for larger commitments.
• Demand Generation vs. Demand Capture: Companies should invest more in creating demand (demand generation) through content and engagement than merely capturing existing demand.
• Done With You vs. Done For You Models: Done With You offers provide a profitable, scalable alternative to Done For You services, while still delivering value.

Aman shared his LinkedIn growth strategies, emphasising that instead of focusing on going viral, the real key is creating highly-targeted niche content that leads to qualified leads and revenue.

Aman explains how LinkedIn stands out due to its firmographic data, underutilised platform mechanisms, and higher quality impressions compared to social platforms like Facebook, Instagram, and Twitter.

He explains that being niche builds more targeted engagement, resulting in a higher call booking rate with fewer impressions. Accounts that chase vanity metrics tend to dilute their audience.

Aman shares that top-of-funnel content helps boost the reach of bottom-funnel posts. However, he focuses primarily on content that drives revenue rather than just gaining impressions or followers.

Aman discusses the potential for micro-offers, smaller productised services, to close deals without the need for traditional sales calls, as buyers become increasingly informed and ready to buy before ever speaking to a salesperson.

The biggest shift is the growing importance of trust. B2B marketers must focus on generating demand through educational, niche content and avoiding reliance...